The empirical section contains the field research work that focuses on primary sources through qualitative methodologies.
We talk about in-depth interviews with experts in communication, branding and fashion.
The research areas of the in-depth interviews correspond to the three areas that have been worked on in the theoretical framework.
Thus, the approach that has been applied is as follows:
1.- The brand and the brand image construction processes.
This section of the interviews is dedicated to knowing the opinions of the interviewees on brand and branding.
The areas of interest covered by the script are as follows: