Aplicación de los procedimientos de recogida de información Obtención de datos

Given the fact that ‘online communication’, as a connecting element between brand identity and brand reputation, depicts the ‘object of study’, appropriate empirical material has to be gathered. Since the emphasis is placed on exploring the consumers’ perspective and the use of language respectively communication occurs between human beings, qualitative primary data is needed (Svensson, 2015a). This suggests the selection of a qualitative research method that facilitates the detection of detailed consumer insights about online communication channels, which have an impact on the perception of brand reputation and therefore the brand choices. In detail, newly gathered primary data will provide the authors with findings that enable to find out what kind of (Svensson, 2015a) online communication can reinforce favourable brand reputation, in particular regarding the investigated communication layer of the CBIRM. It has to be highlighted that ‘online communication’ represents a rather subjective and multi-faceted research object. Therefore the authors decided to select a qualitative research method, where consumers are able to voice their personal ideas and views on multiple online communication channels verbally. In this context, the possibility of working with focus groups in order to gather qualitative data has been taken into account. Due to prevailing group dynamics, which especially inspire study participants to think along other lines, this method might unfold interesting ideas and insights. Nevertheless focus groups have been assessed as not being appropriate for exploring the complex and individual decision-making process regarding brand reputation respectively the final brand choice of consumers within the online environment.

3.3.1.1 Qualitative data collection method

The authors chose in-depth interviews as the qualitative data collection method for the preliminary stage of the research (Bryman et al., 2011). This decision can be reasoned as follows:

First of all, face-to-face interaction plays an essential role when the mind-set of people is supposed to be investigated (Bryman et al., 2011). As the aim of the first data collection process is to gain insights into consumers’ online experiences and behavioural patterns that arise from their mind-set, the conduction of interviews was evaluated as most appropriate. Respective in-depth interviews are conducted personally with every interviewee and without any listeners. This leads to the prevention of bias in conduction because interviewees can state their personal views on the field of interest without being influenced by other participants. The second pivotal advantage of this method emerges from its flexibility. Thus, in contrast to focus groups, the authors solely need to consider the schedule of one person at a time instead of coordinating timely availabilities of a number of individuals (Bryman et al., 2011). Moreover, in order to prevent difficulties due to geographic mobility, the participants were offered to participate in video conference in-depth interviews. Even though this way of conducting an interview cannot be equated with a personal meeting, it similarly facilitates face-to- face interaction.

3.3.1.2 Semi-structured Interviews

Further,it was decided to use a less-structured interview form, namely semi-structured interviews as this form facilitates a rather flexible procedure. In detail, the authors can take the opportunity to seize upon critical ideas explained by the consumers (Easterby- Smith et al., 2013; Bryman & Bell, 2011). For example, an interviewee may mention an example of one specific situation, which he/she has experienced during an online customer journey. This exploration might result from the interviewer’s ‘laddering down’, which describes the process of inquiring further illustrations with regards to the

foregoing question (Easterby- Smith et al., 2013). Apart from that, it is possible to change from one question to another in case this is required by the interview situation.

With the purpose of preventing potential issues such as poor data that might result in difficulties regarding the subsequent interpretation process (Easterby- Smith et al., 2013), the authors decided to create an interview guide. The respective guide facilitates a precise elicitation of qualitative data while providing a flexible communicational scope (Bryman et al., 2007). Thereby it includes all areas of interest, which need to be covered during the interview. By composing the research guide, the authors attempted to empathize with a consumer’s role while noting that the set of questions has to comprise the specified research issue (Bryman & Bell, 2011). Hence, the defined questions aim at identifying the different moments of truth during an online customer journey (see chapter 2.3.2). Thereby influential brand touch points respectively online communication channels, which transfer the elements of brand identity into brand reputation, are intended to be revealed. Accordingly, the questions are specified for the online environment. Based on the ‘Corporate Brand Identity and Reputation Matrix’, eight questions have been derived from an equal amount of elements that yield in an overall brand reputation. At this point, it has to be mentioned that the heart of the model, which covers the brand core, its values and the brand promise, affects every brand identity element and therefore also all of the brand reputation elements. Thus, since this unit of the model is rather overarching and is represented within every brand identity and reputation element, it has not been incorporated in the questionnaire.

3.3.1.3 Selection of Interviewees

The authors decided to conduct 12 in-depth interviews since this number is likely to yield sufficient data and consequently result in theoretical saturation. However, if new online communication channels will be gathered progressively, the panel for the qualitative data collection will be extended through the conduction of additional interviews (Bryman et al., 2011).

The selection of appropriate interviewees has been conducted by a convenience sampling. This approach represents a non-probability sampling method, which has been chosen due to timely restrictions (Bryman & Bell, 2011). Regarding the selection process of suitable participants, the authors were guided by previously specified criteria, including an affinity for new technologies. In detail, especially lead users respectively first movers, who regularly shop online, came into question. Further, people are only appropriate if they are not familiar with the field of brand management and existing brand management models. Through that one intended to prevent bias during the conduction of the interviews.