Qualitative Market Research: Volume 16 Issue 3


An International Journal

Table of contents - Special Issue: The Female Consumer in the 21st Century

Guest Editors: Dr MicaelLee Johnstone, Professor KimShyan Fam

Competing while shopping: How women shoppers create experiential value through the process of competing, co‐opeting, and cooperating at a bridal gown sale

Bridget Satinover Nichols, Daniel J. Flint

The purpose of this paper is to better understand the experiences of women who were engaged in a competitive retail shopping event.


Queering beauty: fatshionistas in the fatosphere

Lauren Gurrieri, Hélène Cherrier

The purpose of this paper is to analyse the representations and experiences of beauty amongst fat women to understand how females located outside of the normative ideal consume…


Female students' drinking seen through collages and diaries

Dariusz Siemieniako, Krzysztof Kubacki

The purpose of this paper is to investigate young female consumers' motivations and perceptions of their alcohol consumption in the context of the changing drinking culture among…


Generation Y females online: insights from brand narratives

Lorna Ruane, Elaine Wallace

The purpose of this paper is to understand the relationships Generation Y females have with fashion brands online. Specifically, it examines the role of the internet and social…


Women's magazines as facilitators of Christmas rituals

Lynne Freeman, Susan Bell

The purpose of this paper is to focus on the editorial content of monthly women's magazines and consider their role in facilitating the Christmas food rituals. Of particular…

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  • Dr Fiona Spotswood