Qualitative Market Research
Issue(s) available: 106 – From Volume: 1 Issue: 1, to Volume: 26 Issue: 5
Strapline:
An International Journal
Volume 26
Volume 25
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
Friend or Foe? A mixed method analysis of YouTube users’ replies to top comments of femvertising
Huan Chen, Yang FengThis study aims to investigate replies to the top 10 comments under Always “Like a Girl” YouTube femvertising video to gauge consumers’ responses regarding femvertising as well as…
Global corporate reputation: a projective qualitative approach from a customer perspective
Chebli Youness, Pierre Valette-Florence, Cynthia AssafThe purpose of this research is to extend the results of previous studies regarding corporate reputation scales and identify new and specific items relevant for studying global…
Turning the invisible into the visible: exploring consumers’ perceptions towards sustainable water consumption
Georgios PatsiaourasThis study aims to elaborate on the interface between water scarcity and consumption and, specifically to focus on, how consumers’ perceptions and views towards (un)sustainable…
Listening to unheard voices: exploring salespeople’s perspectives on the value of corporate heritage
Amjad H. Al-Amad, Sa’ad Ali, Hadeel B. Al-HaddadThis study aims to examine salespeople’s perspectives on the value of corporate heritage to relationship selling and the issue of trust in personal selling situations in the…
An exploratory study on emotional consequents of visceral food pleasure
Carmela Donato, Luigi MonsurròThis study aims to explore the phenomenon of visceral food pleasure, described as a unitary experience that, after an initial sense of pleasure and relief generated by the…
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…
Advertising to Gen-Z college students with memes? A focus group study
Christopher VardemanAs a result of increasingly pervasive public social media use over the past decade, brands and marketers have begun to use internet memes as digital advertising vehicles, with…
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…
Who creates luxury? Unveiling the essence of luxury creation through three perspectives: a scoping review
Johanna Gummerus, Catharina von Koskull, Hannele Kauppinen-Räisänen, Gustav MedbergPast research on luxury is fragmented resulting in challenges to define what the construct of luxury means. Based on a need for conceptual clarity, this study aims to map how…
ISSN:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Fiona Spotswood