ABSTRACT
The expert interview is a viable method to fully understand the multifaceted construct of corporate identity. Corporate identity is a key notion in the field of corporate branding. The interviewer can frame the corporate brand under two conceptual references: a normative or a social constructionist approach. The expert interview offers the researcher a unique opportunity to theorize that is to move from a mere description to a conceptualization. The depth interview is generally preferred to other methods when there is a need to gain an understanding of complex issues. The phenomenological interview can be fruitfully applied to experts. The chapter describes possible ways to design a research focused on the expert interview of bloggers. Expert interview can be an essential part of researches concerning corporate identity. 'Deconstructing the constructivism' structure around the attribution of the expert is part of the research. The expert interview tries to reach concrete insights through expert customers and other expert stakeholders.
