Qualitative Market Research
Issue(s) available: 99 – From Volume: 1 Issue: 1, to Volume: 25 Issue: 3
Strapline:
An International Journal
Volume 24
Volume 23
Volume 22
Volume 21
Volume 19
Volume 18
Volume 17
Volume 16
Volume 15
Volume 14
Volume 13
Volume 12
Volume 11
Volume 10
Volume 9
Volume 8
Experimental atmospherics: a multi-sensory perspective
Charles SpenceAtmospherics is undoubtedly a multi-sensory concept, despite mostly being studied on a sense-by-sense basis by architects, sensory marketers and urban designers alike…
Influence of COVID-19 pandemic on the intention to adopt mobile payment systems in India
Prashant Raman, Kumar AashishThe purpose of this study is to develop a conceptual framework which takes into account the perceived risk (PR) and the perceived benefits (PB) of using mobile payment…
An integrated service recovery process for service failures: insights from systematic review
Sohail Anwar, Wilson OzuemThis research conceptualizes service recovery process (SRPs) within pre-recovery, recovery and post-recovery. This study aims to provide a summary of factors and…
Exploring dimensions of the customer experience at budget hotels during the COVID-19 pandemic: a netnography approach
Smitha Girija, Devika Rani Sharma, Vaishali KaushalIn 2020, the world encountered travel restrictions because of pandemic, and the hospitality sector across the globe was one of the most affected industries. The purpose of…
Do mobile device and mobile app innovations trigger lifestylisations? Insights from consumers in developing countries
Raphael OdoomThe exponential growth of smartphones is complemented by an astronomical development of mobile apps that have been changing ways in which humans interact with each other…
Pursuing belonging through consumption: refining the belonging process framework
Lizardo Vargas-BianchiMuch research has been conducted on how consumption is related to human relationships. Only a scarcity of studies has examined brand and product selection, as well as the…
Prosocial messaging during the COVID-19 pandemic: a longitudinal examination of email advertisements
Ashley Deutsch, Ashton MoutonThis study aims to evaluate how brands communicate with consumers through the COVID-19 pandemic and how messaging has shifted over time. The authors identify a typology…
Next stop Narnia: replacing psychogeography
Stephen BrownThe purpose of this paper is to stimulate researchers’ understanding of place in general and psychogeography in particular.
An integrative review on online ethnography methods: differentiating theoretical bases, potentialities and limitations
Thaysa Nascimento, Maribel Carvalho Suarez, Roberta Dias CamposAs a result of the advancement of the online environment, several methodological proposals emerged to establish procedures for digital qualitative research. While the…
Decolonising research approaches towards non-extractive research
Paul Agu Igwe, Nnamdi O. Madichie, David Gamariel RugaraThis study aims to reflect on the extent to which research approaches need to be deconstructed and re-imagined towards developing inclusive knowledge and non-extractive…
Inclusivity as civism: theorizing the axiology of marketing and branding of places
Andrea LucarelliThis study aims to outline an axiology of inclusivity, which can facilitate self-reflection on the possible impact of acting and pursuing a more inclusive branding and…
How the “invisible diaspora hand” moves brands and places
Bernard CovaThis paper aims to discuss the notion of displacement, which refers on the one hand to the displacement faced by a diaspora and on the other hand to the diaspora’s…
Brands in the eye of the storm: navigating political consumerism and boycott calls on social media
Vassilis Dalakas, Joanna Phillips Melancon, Izabela SzczytynskiGiven the division between conservative and liberal ideologies on many issues, brands navigate social media minefields whenever they take a social or political stance…
Introducing integrated hybrid communication: the nexus linking marketing communication and corporate communication
Sharifah Faridah Syed Alwi, John M.T. Balmer, Maria-Cristina Stoian, Philip J. KitchenThis study aims to investigate how marketing communication (MC) and nascent corporate communication (CC) strategies are juxtaposed in the small- and medium-sized…
Productive possibilities? Valorising urban space through pop-up?
Gary Warnaby, Dominic MedwayThe “pop-up” epithet has become a synonym for virtually any temporary event in a range of commercial, non-commercial and cultural contexts within the urban spatial arena…
Impact of the pandemic on social media influencer marketing in fashion: a qualitative study
Kent Le, Gokhan AydinIn spite of the rise of social media influencers observed in the 2010s, the direction and future of influencers are ambiguous. This popular yet overused marketing tool has…
“The club on the hill”: footballing place as an arena for sustainable and ethical action
Anthony Samuel, Cathy McGouran, Robert J. Thomas, Gareth Reginald, Terence WhitePlaces have deep-seated meaning and serve to shape our social grouping and practices. Sporting stadia are a highly influential aspect of many people’s lives that drive the…
ISSN:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Andrew Lindridge
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