Qualitative Market Research: Volume 16 Issue 1


An International Journal

Table of contents - Special Issue: Addressing the Mega Imbalance: Interpretive Exploration of Asia

Guest Editors: Giana M. Eckhardt, Nikhilesh Dholakia

Addressing the mega imbalance: interpretive exploration of Asia

Giana M. Eckhardt, Nikhilesh Dholakia

In this editorial introduction to the special issue, the authors lay out the problem of inadequate qualitative research about markets and consumers in the vast…


Discordant retail brand ideology in the House of Barbie

Mary Ann McGrath, John F. Sherry, Nina Diamond

The aim of this paper is to expand the scant literature related to retail branding ideology and the application of mythotypes to flagship stores within the Chinese setting. The…


Decision making of retail buyers: perspectives from China and India

Sonia Manjeshwar, Brenda Sternquist, Linda K. Good

Buying decisions are often viewed as random and therefore not generalizable. Additionally, retail buying is typically conducted by individuals and is impacted by cultural…


Surfing the Korean wave: A postcolonial critique of the mythologized middlebrow consumer culture in Asia

Soonkwan Hong, Chang‐Ho Kim

The purpose of this study is to present a theoretical framework to demythologize Asian consumers' cultural and ideological narratives in relation to the newly emerging popular…


Crystallization and research in Asia

Pia Polsa

Crystallization calls for the interaction between mind, body and spirit. While the knowledge of the mind is how we are used to see knowledge creation, the body influences the…

Visual and projective methods in Asian research

Russell Belk

The purpose of this review is to offer a summary of visual and projective research methods that have been applied or may be applied fruitfully in an Asian context. Examples are…


Ethnoconsumerism and cultural branding: designing “Nano” car

Alladi Venkatesh, Seema Khanwalkar, Lynda Lawrence, Steven Chen

The purpose of this research is to explore the cultural and branding issues that have gone into the design and development of Nano – a brand name for an Indian automobile – which…

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  • Dr Fiona Spotswood