Qualitative Market Research: Volume 13 Issue 3


An International Journal

Table of contents

Constructing identity through the consumption of counterfeit luxury goods

María Eugenia Perez, Raquel Castaño, Claudia Quintanilla

The purpose of this paper is to explore the relationship between the consumption of counterfeit luxury goods and identity construction. The argument is that through the…


Challenges in researching consumer ethics: a methodological experiment

Alex J. Hiller

Consumers' ethical shopping habits are of increasing interest, but there has been little discussion and development of the methods used to research them. The purpose of this paper…


Networking as marketing strategy: a case study of small community businesses

Nancy J. Miller, Terry L. Besser, Sandra Sattler Weber

The paper examines the building of a new business network by women apparel retailers operating in small Midwest US communities to better understand the network development process…


Identifying consumer decision‐making strategies using alternative methods

Eva Zellman, William Kaye‐Blake, Walt Abell

The research aims to investigate consumer decision‐making strategies using quantitative and qualitative methods. Two decision theories are contrasted: neoclassical theory proposes…


Exploring consumers' product‐specific colour meanings

Hannele Kauppinen‐Räisänen, Harri T. Luomala

The impact of colour is acknowledged, yet empirical studies on colours with marketing implications are rare. The paper seeks to advance our understanding of the role of package…


Brand image associations for large virtual groups

Jeffrey E. Danes, Jeffrey S. Hess, John W. Story, Jonathan L. York

As an aid to understanding brand image and brand attitude, this paper aims to present an innovative method of capturing qualitative brand associations from very large virtual…

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Emerald Publishing Limited

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  • Dr Fiona Spotswood