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For the purpose of reconsidering arts marketing methodologies, this paper seeks to contemplate the axiomatic foundations of alternative arts marketing scholarship, to ask what conversation between arts and marketing they herald and to explore the consequent conceptual issues.

The paper reviews and evaluates the arts marketing literature.

The paper develops and presents four categories of arts marketing: the consumption of art; marketing as art; art as marketing; and marketing interpreting art.

The paper contributes to arts marketing paradigmatic and methodological debates by exploring the axiomatic foundations of this nascent field.

This paper describes the personal history and intellectual development of Morris B. Holbrook (MBH), a participant in the field of marketing academics in general and consumer research in particular.

The paper pursues an approach characterized by historical autoethnographic subjective personal introspection or HASPI.

The paper reports the personal history of MBH and – via HASPI – interprets various aspects of key participants and major themes that emerged over the course of his career.

The main implication is that every scholar in the field of marketing pursues a different light, follows a unique path, plays by idiosyncratic rules, and deserves individual attention, consideration, and respect … like a cat that carries its own leash.

In the case of MBH, like (say) a jazz musician, whatever value he might have depends on his originality.

Collaboration is the norm in marketing and consumer research, yet the dynamics of academic cooperation are poorly understood. The aim of this paper is to probe the sociology of collaboration within marketing scholarship by means of a detailed case study of the seminal consumer odyssey.

The paper presents a history of the consumer odyssey based on a range of secondary sources.

The consumer odyssey, one of many collaborate circles in marketing thought, was a seminal moment in the development of marketing research.

This paper encourages reflection on the dynamics of collaboration and the collegial character of marketing scholarship. Also, the paper has implications for institutional policy, for example the RAE, which measures research as an individual endeavour.

This paper presents a rare reflection on the social dynamics of marketing scholarship. Although it focuses on the interpretive research tradition within consumer research, its findings are relevant to every marketing academic, regardless of their philosophical bent, empirical concern or methodological preference.

The purpose of this Editorial is to introduce the reader to the changing environment of arts marketing, which poses challenges to researchers and necessitates creative methods of inquiry.

The Editorial introduces the papers in this special issue.

It was found that creative inquiry in arts marketing includes the use of both established and innovative interpretive methods.

The Editorial explains how the application of creative methods of inquiry can aid our understanding of the relationship between art and the market.

This paper aims to explore the personal and academic growth of A. Fuat Firat as one example of his academic life.

This is a more personal history, in addition to the 2014 academic history of A. Fuat Firat

The purpose of this paper is to add a needed sport foundation for the brand community conversation evolution within the International Journal of Sports Marketing and Sponsorship (Popp et al., 2016; Richelieu, 2008; Trail et al., 2016) from the spark of Gladden and Funk’s (2001) brand association and loyalty in sport.

This paper traces the evolution of brand community research from its beginnings in the general business literature to the current brand community research in sport marketing today. Muniz and O’Guinn (2001) define brand communities as a specialized and non-geographically bound community based around a set of structured social relationships amongst admirers of a brand and are often recognized as the most integral relationship component of consumers to brands (Muge and Ozge, 2013).

Media transcends geography and brand communities will continue to transcend geography to the boundaries of mass media.

With this growing importance on attachment to brand community (ABC) through mass media, or attachment team in the sport context, further exploration on attachment variables is critical for the success of the next evolutionary stage of brand communities.

An ABC framework in the sport setting is proposed through multidisciplinary variables gathered in a review of brand community literature to address the unique attachment perspectives of sport consumers.

The purpose of this paper is to empirically explore under which conditions Tweets of infomediaries (i.e. ordinary users having few or no followers on Twitter) might nevertheless promote a negative sentiment toward a corporation to the point of having a negative impact on the corporation's outcomes.

The empirical study is based on a unique database that combines a sample of one year of Twitter conversations about an Italian bank and its daily business performances (i.e. number of closures and openings). The relationship between these two is analyzed using autoregressive time series models (VAR).

Findings indicate that a tweet affects a bank’s outcomes only when embedded in a larger conversation about the bank, rather than simply repetitively shared. These findings contribute to two debates within bank marketing literature. First is the debate about the role of infomediaries in banks' outcomes, as it urges to reconsider the way banks' online reputation is conceptualized and measured. Second is the debate on opportunities and threats of social media for the banking industry, as it indicates that negative sentiment expressed by the general public influences not only stock markets but also directly banks' outcomes.

This study allows managers and corporations to understand what to do when conversations of unknown individuals become threatening for the company. To influence such situations, the company should identify not only the actors that are influencers but also the communications that have been popular in the past for their brand or the brand of their competitors and monitor the conversational volume and broadness.

This paper aims to uncover links, overlaps and influence flows across two seemingly unrelated historical processes – the broadening of the marketing concept and the rapid rise of neoliberal ideology, and associated economic and social policies.

Historical examination of the pivotal points in marketing thought, especially since 1960s and 1970s, is juxtaposed with the historical rise of neoliberalism to uncover linkages between marketing and neoliberalism, with a particular reference to Foucault’s analysis of the neoliberal transgression of classical liberalism.

While noble intentions were behind the broadening of the concept of marketing, the implicit assumptions reinforced neoliberal ideology and policies that led to rapid rise in inequality and to disastrous financial and economic crises.

This study, relying on extensive interdisciplinary theorizing, could benefit from empirical and practical extensions.

Globally pervasive marketing practices – based on the broadening of the marketing concept – have become imbricated in contemporary spiraling crises. To escape such spirals, radical rethinking of marketing theories and practices is required.

To reorient away from serving only the interests of centralized capital and to serve the needs of people the world over, marketing thought and practice need to reorient to innovative ideas that transcend the broadened and generic marketing concepts.

The paper develops the linkages between marketing theory and practices since the late 1960s and the neoliberal ideology politics and policies, with roots in the 1920s, that rose to prominence in the 1970s. A key contribution is an exploration of, in a marketing context, Foucault’s analysis of the neoliberal eclipsing of classical liberalism.

To describe the implicit epistemic flaw of “confirmation bias” and to illustrate and evaluate the threats to qualitative research trustworthiness from that bias.

The article overviews evidence and analysis from a wide range of disciplines. The adverse effect of three varieties of confirmation bias is described in some detail in illustrative examples.

It is argued that the threats from the bias go to the heart of the research. A subsequent article summarizes and critiques counter-arguments.

Discussions and illustrations of varieties of confirmation bias can increase awareness of the unwitting bias and reduce its influence.

The bias not only threatens the trustworthiness of academic and other professional research but also underpins much ideological extremism, the effectiveness of post-truth politics and inter- and intra-group conflict. These are directly discussed in the article.

The article extends and enriches descriptions of threats to the trustworthiness of qualitative from confirmation bias. Such threats are inadequately recognized in many qualitative research arenas. It identifies a previously unrecognized variety of confirmation bias: hollow citations.