Qualitative Market Research: Volume 18 Issue 4


An International Journal

Table of contents - Special Issue: Journey to the West: rethinking the role of Asian consumer culture in the global marketplace

Guest Editors: Dr. Yuri Seo

Researching Asian consumer culture in the global marketplace

Yuri Seo, Kim-Shyan Fam

In this editorial viewpoint for the special issue, the authors identify a need to deepen our understanding of the important role that Asian consumer culture plays in the global…


The discontinuous evolution of women’s fashion in China

Mine Ucok Hughes, Giana Eckhardt, Karen Kaigler-Walker, Zelda Gilbert

The aim of this study is to provide an understanding of urban Chinese women’s fashion consumption practices in light of major recent socio-historical events and to demonstrate…


The reshaping of Chinese consumer values in the social media era: Exploring the impact of Weibo

Jingyi Duan, Nikhilesh Dholakia

The purpose of this paper is to investigate how, in China, postings on social media site Weibo reflect as well as accelerate the reshaping of traditional values. As Chinese social…


How the hungry ghost mythology reconciles materialism and spirituality in Thai death rituals

Rungpaka Amy Hackley, Chris Hackley

The purpose of this paper is to contribute to a more nuanced understanding of Asian consumer culture by exploring how hungry ghost death ritual in the Buddhist world reconciles…


Bridging practices as enablers of intercultural translation

Angela Gracia B. Cruz, Margo Buchanan-Oliver

This paper aims to understand the elements of bridging practices enacted by Asian immigrant consumers and exploring how these practices constitute reverse acculturation within…

Eastern spirituality in the western marketplace

Maria Kniazeva

The paper aims to understand how Eastern spiritual and Western secular traditions coexist in the US commercial marketplace and what lessons spiritual messages of Eastern wisdom…


From ‘me’ to ‘we’: negotiating new family identity through meal consumption in Asian cultures

Prabash Aminda Edirisingha, Shelagh Ferguson, Rob Aitken

The purpose of this paper is to develop a conceptual framework which deepens our understanding of identity negotiation and formation in a collectivistic Asian context. Drawing…

Cover of Qualitative Market Research



Online date, start – end:


Copyright Holder:

Emerald Publishing Limited

Open Access:



  • Dr Fiona Spotswood