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.
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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.