Qualitative Market Research
Issue(s) available: 108 – From Volume: 1 Issue: 1, to Volume: 27 Issue: 2
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An International JournalVolume 26
Volume 25
Volume 24
Volume 23
Volume 22
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Volume 19
Volume 18
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Volume 16
Volume 15
Volume 14
Volume 13
Volume 12
Volume 11
Volume 10
Volume 9
Volume 8
Transforming qualitative research in phygital settings: the role of generative AI
Bernd SchmittThis commentary discusses the value of generative artificial intelligence (AI) for qualitative research in phygital settings to understand the customer experience.
Understanding consumer behavior in phygital environments: an interpretivist methodological framework
Alex Yao, Naythan Chan, Nansheng YaoDue to rapid digitalization, the emergence of the “phygital” environment, which blends physical and digital experiences, creates unique challenges for researchers. This paper aims…
Phygital customer journey: a practice-based approach
Cristina Mele, Irene Di Bernardo, Angelo Ranieri, Tiziana Russo SpenaThe study aims to delve into the “phygital customer journey” (PCJ), which merges physical and digital interactions in customer experiences, using a practice-based lens to reveal…
An advanced netnographic framework for analyzing brand community overlap conflicts in the phygital brand community (PBC) environment
Yann Levy, Ouidade SabriThis study aims to introduce and define the concept of phygital brand community (PBC). It discusses the potential conflicts that can arise from engaging in multiple PBCs and…
Experience-dominant logic: laying the groundwork for an experience-dominant view of firm practices in the marketplace
Dr Dongmei Zha, Pantea Foroudi, Reza MarviThis paper aims to introduce the experience-dominant (Ex-D) logic model, which synthesizes the creation, perceptions and outcomes of Ex-D logic. It is designed to offer valuable…
Ideological capacities in consumer communities: an exploration of the “presenteers” tribe
İrem Taştan, Zeynep Ozdamar ErtekinThis study aims to explore how a postmodern tribe enacts and re-interprets ideologies as a part of consumers’ collective experience, to enhance our understanding of consumer…
Circular supply chain management in post-pandemic context. A qualitative study to explore how knowledge, environmental initiatives and economic viability affect sustainability
Mandeep Kaur, Maria Palazzo, Pantea ForoudiCircular supply chain management (CSCM) is considered a promising solution to attain sustainability in the current industrial system. Despite the exigency of this approach, its…
Through the eyes of non-vegans: using photovoice to explore the stigmatisation of vegans
Julie Napoli, Robyn OuschanThis study aims to examine how veganism is “seen” by young adult non-vegan consumers and how prevailing attitudes reinforce or challenge stigmas around veganism.
Unpacking product design awards: a qualitative inquiry into consumer perceptions and responses
Elif Idemen, A. Banu ElmadagThis paper aims to explore consumer perceptions of product design awards (PDAs) and their impact on consumer product evaluation and attitude formation about the award-winning…
Consumer embarrassment in an emerging market retail context: a qualitative investigation
Vaishali Sangwan, Moutusy MaityEmerging economies are dominated by an unorganized retail landscape, with complex sociocultural norms dictating the behavior of retailers and customers. The purpose of this paper…
How to make a collaborative videography using Phygital affordances to study sensitive topics
Lena Cavusoglu, Russell W. BelkThe physical filmmaking landscape has been transformed by the emergence of digital platforms that foster interaction and dialogue. The accessibility and affordability of mobile…
Methodological fitness-for-purpose in the phygital age: the case of luxury
Michael J.G. Parnwell, Kelly MengThis paper aims to contribute to this special issue on interpretivist research methodologies and the phygital consumerist landscape by exploring some underlying issues within the…
Phygital marketing through the lens of neuroscience and phenomenology: an interpretivist account
Matt Johnson, Rob BarlowThe purpose of this paper is to explore the prospect of using neurophenomenology to understand, design and test phygital consumer experiences. It aims to clarify interpretivist…
Reflections on phygital experiences: conceptual boundaries, wellbeing benefits and methodological suggestions
Dong-Jin Lee, Grace B. Yu, M. Joseph SirgyThe purpose of this paper is to reflect on the construct of phygital experiences and provide ideas that may spur future research on phygital consumer experiences in relation to…
ISSN:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Fiona Spotswood