“…Utilising Guba and Lincolns' (1994) structure to encompass research paradigms, and informed by (Whiteley, 2012) structured evaluative process, the overarching framework used within this study could be considered post-positivist (Zaidi, Couture-Carron, Maticka-Tyndale, & Arif, 2014). Determinates of comparable research paradigms (Auh, Spyropoulou, Menguc, & Uslu, 2014;Goebel, Deeter-Schmelz, & Kennedy, 2013;Mallin, O'Donnell, & Hu, 2010); can be drawn from multifarious sales structures and theories, however, by overarching the broad based theoretical paradigm, this study focuses the frame of reference to a specific expectation of the survey participants.…”