Worldview Perspective

Insights from Considering Worldviews

Creswell (2014) discusses four philosophical worldviews: post-positivism, constructivism, transformative, and pragmatism that can be applied to the proposed topic for this research is a comparison of brand loyalty among young people in the United States and Kenya. Each perspective carries different ramifications for studying the analysis of brand loyalty amongst the intended demographics. While many areas in Kenya are modernized and have incorporated Western views and a level of modernity, others have not. Therefore, there may also be evidence of competing worldviews in the same population sample or demographic within a country.

The worldview of a people, that is, the way they think of themselves, their problems, others and their material environment, that fundamentally determine their level of scientific, technological and industrial progress is central to understanding a population and is at least partially generated by a social phenomenon (Inokoba, Adebowale, & Perepreghabofa, 2010)....
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