Exploring the Brand Experience of Recoletos Education

An Interpretative Phenomenological Analysis

Bibliographic Data

ID19587828
AuthorsOAR Ernil F Almayo, Myrna E Juplo (University of Negros Occidental – Recoletos)
Year2019
Volume2
Issue1
Pages9-22
Publication date2019-07-30
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenuePhilippine Social Science Journal (JOURNAL)
Journal identifiersISSN: 2672-3107 • E-ISSN: 2704-288X
PublisherUniversity of Negros Occidental - Recoletos (PUBLISHER)
DOI10.52006/main.v2i1.54
OpenAlexW2970607930
LanguageEN
References cited9

This qualitative research using interpretative phenomenological analysis (IPA) explores the brand experience of Recoletos Education in the Philippines. Two levels of interpretation are generated: that of the participants who make sense of their brand experience as lived experience and that of the researcher who makes sense of the participants’ interpretations. Validated transcripts from in-depth interviews reveal the participants’ convergent and divergent interpretations of their brand experience. Rigid thematic analysis helps construct a master table of themes with four superordinate themes expressed through metaphors: the house on rock, the shepherd with his flock, the good fruit, and the strong winds and the big waves, and these, in turn, correspond to brand attributes, synergy and strategy, brand experience dimensions, and brand challenges, respectively. Finally, these themes reveal and comprise the single overarching theme: the key elements in the brand landscape of Recoletos Education

Interpretative phenomenological analysis · Lived experience · Qualitative research · Social science · Sociology · Superordinate goals · Thematic analysis · Leadership, Behavior, and Decision-Making Studies · Leadership, Courage, and Heroism Studies · Psychology · Regional Development and Management Studies · Social Psychology

Tools

Open DOIOpen Access