Qualitative Market Research: Volume 23 Issue 2


An International Journal

Table of contents

Facades of morality: the role of moral disengagement in green buying behaviour

Nitika Sharma, Madan Lal

This study aims to presents the article regarding the influential role of moral inefficacy and moral disengagement to address green intention and behaviour gap among consumers…


When brands use CEOs and employees as spokespersons: A framework for understanding internal endorsement

Valérie Zeitoun, Geraldine Michel, Nathalie Fleck

This paper aims to clarify the persuasion mechanism of chief executive officers (CEOs) and employees as endorsers of brand advertising and helps discern consumer attitudes toward…

Experiencing fashion: the interplay between consumer value and sustainability

Elaine L. Ritch

The purpose of this study is to explore consumers perceptions of sustainability, including how information is accessed, evaluated and practiced and how sustainability concepts…


Uncovering the role of social motivational factors as a tool for enhancing brand-related content

Muhammad Naeem

This paper aims to identify the social motivational factors that can enhance brand-related content across social networking platforms (SNPs). It examines how brands can enhance…

How do users evaluate personalized Facebook advertising? An analysis of consumer- and advertiser controlled factors

Evert Van den Broeck, Karolien Poels, Michel Walrave

This paper aims to investigate the role of five highly relevant advertiser- (i.e. personalization and ad placement) and consumer-controlled (i.e. privacy concerns, perceived…

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Emerald Publishing Limited

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  • Dr Fiona Spotswood