Qualitative Market Research: Volume 19 Issue 3

Understanding meaning transfer in celebrity endorsements: a qualitative exploration

Varsha Jain, Subhadip Roy

Of the three major streams of research in celebrity endorsements, the “Meaning Transfer Model (MTM)” has received the least attention from researchers. In the present study, the…

Multiple stakeholders and B2B branding in emerging markets

Veronika Tarnovskaya, Galina Biedenbach

The main purpose of this study is to investigate perceptions about and contributing activities to business-to-business (B2B) brand value by corporate managers and local…

Entrepreneurial marketing in online businesses: The case of ethnic minority entrepreneurs in the UK

Muhammad Naveed Anwar, Elizabeth Daniel

The purpose of this paper is to explore the marketing of online businesses operated by ethnic minority entrepreneurs. The authors apply an entrepreneurial marketing lens to…

Using qualitative research for establishing content validity of e-lifestyle and website quality constructs

Shweta Pandey, Deepak Chawla

This study illustrates the use of qualitative methods for establishing content validity for e-lifestyle and website quality constructs in relation to their impact on loyalty…

An investigation of the uses of corporate reputation: A managerial perspective in the Taiwanese pharmaceutical industry

Chen-Chu Matilda Chen, Bang Nguyen, T.C. Melewar

The purpose of this paper is to develop a conceptual model that examines the underlying mechanisms of the link between the uses of corporate reputation and brand image strategy…