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Dr Christopher Pich's Outputs (3)

The effective nature of projective techniques in political brand image research (2023)
Journal Article
Khan, D., Pich, C., & Spry, L. (2024). The effective nature of projective techniques in political brand image research. International Journal of Market Research, 66(1), 115-148. https://doi.org/10.1177/14707853231220301

This study explores the effectiveness of qualitative projective techniques to explore the corporate political brand image of Pakistan Tehreek-I-Insaf party [PTI] from a multiple-stakeholder perspective. This study addresses core gaps in projective te... Read More about The effective nature of projective techniques in political brand image research.

A Changing Political Landscape: The 2022 General Election in Jersey (2023)
Journal Article
Pich, C., & Reardon, J. (2023). A Changing Political Landscape: The 2022 General Election in Jersey. Small States and Territories Journal, 6(2), 169-184

This paper analyses the general election held on 22nd June 2022 in the Bailiwick of Jersey, a British Crown Dependency and the largest of the Channel Islands with a population of 107,800. This election is notable for two reasons. First, the new elect... Read More about A Changing Political Landscape: The 2022 General Election in Jersey.

A framework to improve retail customer experience: a qualitative study exploring the customer journey (2023)
Journal Article
Poorrezaei, M., Pich, C., & Resnick, S. (2023). A framework to improve retail customer experience: a qualitative study exploring the customer journey. Qualitative Market Research: An International Journal, 26(5), 663-686. https://doi.org/10.1108/QMR-07-2022-0120

Purpose: This study aims to construct an integrated retail customer experience framework with a single view across platforms and to suggest a new conceptualisation of the customer experience term. Design/methodology/approach: A qualitative approach w... Read More about A framework to improve retail customer experience: a qualitative study exploring the customer journey.