Qualitative Market Research: Volume 17 Issue 2


An International Journal

Table of contents - Special Issue: Advancing Branding Research: A Qualitative Agenda

Brand-building and the elements of success: discoveries using historical analyses

Dale Miller

The paper aims to examine the concept of brand-building. The emphasis is on corporate brand-building and brand heritage in the firm, and the differing influences of…

Interpretative narrative process research approach to corporate renaming

Mari Juntunen

– The purpose of this paper is to describe company renaming as a process among small firms, including the events and actors in and the reasons for company renaming.

Brand meaning gaps and dynamics: theory, research, and practice

Elizabeth Jane Wilson, Anders Bengtsson, Catharine Curran

The purpose of this paper is twofold. First, propositions in an existing conceptual framework are empirically explored to note whether and how brand meaning gaps exist for…

Contextualising brand consumption experiences: a multi-modal enabling technique

Sandy Bulmer, Margo Buchanan-Oliver

– The purpose of this paper is to elaborate on a novel multi-modal enabling technique for contextualising brand consumption experiences.

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Emerald Publishing Limited

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  • Dr Andrew Lindridge