Keep Your Hands Off My Wallet Until You Get Into My Life

Jaime Troiano and Cecilia Russo

This paper is devoted to exploring the range of ethnographic techniques. In particular, it shows their capacity to penetrate the inner space of relationships between consumers, their mindsets and brands.

Brand valuation
Cultural influences & values

Keep Your Hands Off My Wallet Until You Get Into My Life

The Brand Ethnography

Cecília Russo Planning Director, Jaime Troiano, Brazil andJaime Troiano Managing Director, Jaime Troiano, Brazil

INTRODUCTION

Fernando Pessoa, one of the greatest poets in the...

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