Qualitative Market Research: Volume 22 Issue 3
Strapline:
An International JournalTable of contents
The new wave of luxury: the meaning and value of luxury to the contemporary consumer
Hannele Kauppinen-Räisänen, Johanna Gummerus, Catharina von Koskull, Helene CristiniThe purpose of this study was to explore what luxury represents to contemporary consumers in their own life contexts.
Ritualized retail events and brand-centric employee culture
Xi Liu, Bu Mi, Fei Li, Deqiang ZouThis study aims to explore how the ideal employee effects of internal marketing are created and sustained. It aims to reveal the role that outbound marketing activities play in…
What makes a good paper? Analytic and Continental ideals in consumer culture theory
Domen Bajde, Ahir GopaldasThis paper aims to illuminate the characteristics of Analytic and Continental scholarship to generate a deeper appreciation for both writing styles in the consumer culture theory…
Employing a dramaturgical lens to the interpretation of brand online social networking: Evidence of augmented self
Heejin Lim, David W. SchumannBrand online social networking (BOSN) is a novel marketing phenomenon in which companies initiate and cultivate relationships with their customers through online social networking…
Making sense of heritage luxury brands: consumer perceptions across different age groups
Lama HalwaniScholars have repeatedly concluded that heritage is a significant value driver for luxury brands (Riley et al., 2004; Fionda and Moore, 2009; Wuestefeld et al., 2012; DeFanti et…
Bridging advertising practitioner theories and academic theories on how to communicate effectively with men and women
Kasey WindelsThe purpose of this paper is to understand advertising practitioners’ theories on how to communicate effectively with men and women via advertising. Further, comparisons are made…
Exploring behavioral branding: managing convergence of brand attributes and vogue
Ananya RajagopalThis paper aims to address a fundamental research question on behavioral branding, as how behavioral branding experience in reference to self-congruence, brand attributes and…
The impact of product presentation on decision-making and purchasing
Rosy Boardman, Helen McCormickThis paper aims to investigate how apparel product presentation influences consumer decision-making and whether there are any differences between age groups.
Conceptualizing and managing corporate logo: a qualitative study
Pantea Foroudi, Mohamma M. Foroudi, Bang Nguyen, Suraksha GuptaThis paper aims to examine corporate logo as an effective means of communication, by synthesizing knowledge from various domains to explore its relationships with corporate image…
Causality in qualitative market and social research
Clive Roland BoddyAcademic qualitative researchers have been criticized for rejecting the idea that their research can establish causality while market and social researchers, with their realist…
Keeping it real with Bruce Springsteen: How a celebrity brand survives via narrative, authenticity and transparency
Lee Phillip McGinnis, Brian C. GlibkowskiUnlike artists using sartorial flair and flamboyant identities to shock and engage audiences, Bruce Springsteen is relatable, stable, consistent and authentic. Based on…
Food portions and consumer vulnerability: qualitative insights from older consumers
Nicholas Ford, Paul Trott, Christopher SimmsThe purpose of this paper is to explore older people’s food consumption experiences. Specifically, the paper seeks to provide understanding on the influence of food intake on…
Navigating market opportunity: traditional market research and deep customer insight methods
Alexander Garrett, Cara WrigleyThis paper aims to explore the use of a design process of inquiry that incorporates both deep customer insight (DCI) and traditional market research (TMR) in an ill-defined…
Service failure and recovery strategies in the Balkans: an exploratory study
Yllka Azemi, Wilson Ozuem, Geoff LancasterDespite scholarly effort to understand customers’ recovery evaluation, little progress is evident in deciphering how customers develop online failure/recovery perception. This…
A process view of the role of integrated marketing communications during brand crises
Kelly Hewett, Laura L. LemonThis paper aims to explore the internal processes that can enable firms to identify and effectively respond to brand crises, with various groups coordinating and cooperating with…
ISSN:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Fiona Spotswood