The purpose of this case study was to assess the behaviors and contributing factors that have allowed TexAgs.com (TexAgs) to develop a strong new media brand. An underlying premise of this inquiry is that this particular firm has established a strong brand with its targeted market. This exploratory case study focused on understanding the strength of the TexAgs brand holistically rather than dissecting the phenomenon into decontextualized segments (Creswell, 2012; Yin, 2014). Four themes emerged from data describing firm behaviors that have strengthened the TexAgs brand: a) TexAgs is a...Read more
