Qualitative Market Research
Issue(s) available: 87 – From Volume: 1 Issue: 1, to Volume: 22 Issue: 5
Strapline:
An International JournalCategory:
MarketingVolume 22
Volume 21
Volume 20
Volume 19
Volume 18
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Issue 4 2015 Journey to the West: rethinking the role of Asian consumer culture in the global marketplace
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Issue 3 2015
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Issue 2 2015
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Issue 1 2015
Volume 17
Volume 16
Volume 15
Volume 14
Volume 13
Volume 12
Volume 11
Volume 10
Volume 9
Volume 8
Volume 7
Volume 6
Volume 5
Volume 4
Volume 3
Volume 2
Volume 1
Higher education: a once-in-a-lifetime purchase
Hsiao-Pei Yang, Dorothy Yen, John M.T BalmerDrawing on infrequent purchase and university selection literature, the purpose of this study is to make theoretical contributions to the identification and comprehension…
When brands use CEOs and employees as spokespersons: A framework for understanding internal endorsement
Valérie Zeitoun, Geraldine Michel, Nathalie FleckThis paper aims to clarify the persuasion mechanism of chief executive officers (CEOs) and employees as endorsers of brand advertising and helps discern consumer attitudes…
Customer-to-customer value co-creation in different service settings
Sneha Pandey, Divesh KumarThis study aims to identify and classify the types of value stemming from cooperative creation of experience among customers present in various social and interaction-rich…
Brand expansion through reverse socialization: an example of iPhone in China
Ruoshui Jiao, Jack WeiOne of the greatest challenges that global brands face as they expand into new markets and segments is overcoming social and cultural barriers that prevent them from being…
Managing marketing communications: Customer-initiated contact on Israeli Facebook brand pages
Dorit Zimand Sheiner, Tamar LahavThis study aims to focus on customer-initiated contact (CIC) discourse on Facebook brand pages. It concentrates on how brands manage CIC on Facebook when customers are…
Hello Brand, let’s take a selfie
Naziyet Uzunboylu, Yioula Melanthiou, Ioanna PapasolomouIt has been suggested that brands and products often assume a role in selfies (Ham, 2014) where the expression of brands and products provokes consumer emotions that bring…
Developing corporate communications: insights from the Italian scenario
Maria Palazzo, Pantea Foroudi, Philip J. Kitchen, Alfonso SianoBased on the managerial perceptions from large firms, this paper aims to explore the emergence, growth and importance of corporate communications and how it is evolving…
Why do millennials use Facebook? Enduring insights
Grace J. Ambrose, Juan (Gloria) Meng, Paul J. AmbroseThis study aims to address the following questions: What is enduring about consumer behavior on social media given that digital and social media (DSM) technologies change…
Facades of morality: the role of moral disengagement in green buying behaviour
Nitika Sharma, Madan LalThis study aims to presents the article regarding the influential role of moral inefficacy and moral disengagement to address green intention and behaviour gap among…
Service brand rehab: diagnosing trust repair mechanisms
Elvira Bolat, Julie Robson, Kokho Jason Sit, Shannon Birch-Chapman, Samreen Ashraf, Juliet Memery, Caroline JacksonThis paper aims to understand consumers’ response to the trust repair mechanisms adopted by corporate brands in a service sector context following prominent trust damaging…
Projecting university brand image via satisfaction and behavioral response: Perspectives from UK-based Malaysian students
Sharifah Alwi, Norbani Che-Ha, Bang Nguyen, Ezlika M. Ghazali, Dilip M. Mutum, Philip J. KitchenThis study attempts to ascertain the essential dimensions and components of university brand image, including the cognitive attributes (service/educational quality) and…
The use of new technologies for corporate marketing communication in luxury retailing: Preliminary findings
Rosanna Passavanti, Eleonora Pantano, Constantinos Vasilios Priporas, Saverino VerteramoThe purpose of this paper is to explore the extent to which luxury brand retailers use new technologies as a tool for corporate marketing communication.
Intra-organizational brand resistance and counter-narratives in city branding – a comparative study of three Danish cities
Marianne Wollf Lundholt, Ole Have Jørgensen, Bodil Stilling BlichfeldtThis study aims to contribute to an increased understanding of intra-organizational city brand resistance by identifying and discussing different types of…
Ethical dilemmas in studying family consumption
Ratna Khanijou, Daniela PiraniThe purpose of this paper is to explore the types of ethical challenges and dilemmas researchers face when engaging in family consumption research.
Exploring native advertising in Turkey: insights from digital immigrants and digital natives
Sema Misci Kip, Pınar Umul ÜnsalThis study aims to achieve broad insights into perceptions and attitudes of Turkish digital immigrants (DI) and digital natives (DN) toward native advertising (NA) format.
Exploring emotional traces in families’ recollection of experiences: A study based on luxury hotel reviews
Amélie Clauzel, Nathalie Guichard, Coralie DamayFrom experiences recollections, this study aims to explore the place of emotions in the souvenir’s step of the family consumption process of luxury hotels stays.
From CSR to CSI: Analysing consumers’ hostile responses to branding initiatives in social media-scape
Agostino Vollero, Maria Palazzo, Alfonso Siano, Pantea ForoudiThe purpose of this paper is to analyses consumers’ hostile responses and “creative” re-interpretation of a proactive corporate social responsibility (CSR) brand…
Questionnaire design: A weak link in corporate identity?
Jane Brown, Anders Wäppling, Helen Woodruffe-BurtonThe purpose of this paper is to draw attention to questionnaires as a corporate touch point, and their relationship with corporate identity (CI).
Vegan stories: revealing archetypes and their moral foundations
Julie Napoli, Robyn OuschanThis study aims to identify the archetypes, moral foundations and plots associated with veganism through the stories told by vegan bloggers and the effect on mainstreaming…
Why would anyone come to Corfu to have a Heineken?
T.C. Melewar, Heather SkinnerThis paper aims to examine brand-naming decisions, along with other management decisions that affect tourist experiences, such as visitor tours and souvenir appropriation…
Conceptualizing corporate identity in a dynamic environment
Marwa Tourky, Pantea Foroudi, Suraksha Gupta, Ahmed ShaalanThis study aims to revisits the meaning of corporate identity (CI) in practice to identify its key dimensions and the interrelationships between them and to provide…
The green identity formation process in organic consumer communities: Environmental activism and consumer resistance
Artur Saraiva, Emília Fernandes, Moritz von SchwedlerThe market system and a materialistic lifestyle have contributed to some of the environmental and social problems that currently affect the world. However, only a few…
Investigating internal market orientation: is context relevant?
Qionglei Yu, Bradley R. Barnes, Yu YeThrough undertaking qualitative research within different industrial contexts, the study aims to address the following: How do practitioners in non-service organisations…
Enhancing brand value using corporate social responsibility initiatives: Evidence from financial services brands in Saudi Arabia
Ahmed Suhail Ajina, Sanjit Roy, Bang Nguyen, Arnold Japutra, Ali Homaid Al-HajlaThis study aims to investigate employees’ perceptions of socially responsible financial services brands in Saudi Arabia. The study also identifies the motives and…
How to boost place branding leveraging on community relations: An exploration of the banking sector in Ghana
Maria Palazzo, Linda Deigh, Pantea Foroudi, Alfonso SianoThis paper aims to explore the relationship between community relations (CR) and the concept of place branding (PB) by analysing several companies in a developing…
Establishing psychological relationship between female customers and retailers: A study of the small- to medium-scale clothing retail industry
Dilini Edirisinghe, Alireza Nazarian, Pantea Foroudi, Andrew LindridgeThe purpose of this qualitative study is to investigate how young female customers establish psychological relationships with small- to medium-scale retail stores over…
ISSN:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen access:
hybridEditor:
- Dr Andrew Lindridge
Further Information
