When did you last take the time to look at your email? These observational data, as well as immersion in the literature on ownership and sharing, guided the construction of the interview guide (Bernard 2002 ; McCracken 1988 ). In the interviews, we focused on consumer motivations for joining car sharing, relationships with the car, similarities and differences between Zipcars and owned cars, behavior with Zipcars, as well as feelings about belonging to a car-sharing network and toward the Zipcar brand.

We may obtain information about your location when you access or use our Services: for example, via your browser information and other similar device or browser attributes (like IP address), our store locator page, or our mobile applications. It also owns some famous brands and has almost 10,000 employees working under them.

This applies whether you are a L Brands store-based associate or a L Brands DM and home office-based associate resources etm. A marketing and brand consultancy with market research solutions from behavioural science. Help services to all employees and manner to approach for help relating to various issues of the company or job role.

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These additional data allowed us to examine how Zipcar is trying to promote the idea of car sharing to its members, potential members, and investors, as well as to triangulate our interview data (Arnould and Wallendorf 1994 ). As we illustrate in our findings, consumers' perspectives are contrasted with company brand positioning and governance mechanisms.