I am doing research on brand equity while using identity and consumer approach which are positivistic (marketer perspective) and constructivist (consumer perspective) in nature. I have observed that there is a connection between the two theories as both use cognitive theory.
If one Theory is complementary to other, yes. The Method of Analysis of Content is one way for this solution. Make categorization about each one theory - and after make one Table of comparison. I hope to have collaborated with you.
Hello Abdul,
I am not sure at all about what you present as question. For instance, it is quite possible that identity don't be understood as a positivist subject. On the other hand, it isn't so clear, at least for me, the difference between consumer approach and consumer perspective in your question. You should check the theoretical foundations what you are using. "The theoretical concepts you use should belong to the same paradigm", as Justyna said. Last, but not least, is more simple when you use methodological procedures that have the same root.
Best wishes,
Francisco
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