© 2019, The Author(s), published by Emerald. This is an author produced version of a paper published in QUALITATIVE MARKET RESEARCH: AN INTERNATIONAL JOURNAL uploaded in accordance with the publisher’s self- archiving policy. The final published version (version of record) is available online at the link. Some minor differences between this version and the final published version may remain. We suggest you refer to the final published version should you wish to cite from it.
|Journal||Qualitative Market Research: An International Journal|
|Publication status||Accepted/In press - 10 May 2019|