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Article
Publication date: 5 December 2018

Bernard Korai and Nizar Souiden

To the best of the authors’ knowledge, there is no study that investigates the historical roots of quantitative paradigm hegemony over the qualitative paradigm in…

Abstract

Purpose

To the best of the authors’ knowledge, there is no study that investigates the historical roots of quantitative paradigm hegemony over the qualitative paradigm in marketing using a critical lens. The purpose of this paper is to stimulate thoughtful reflections among marketing scholars so that the dialog among paradigms expands, the stale paradigmatic debates disappear, and the marketing discipline evolves and contributes to the actual functioning of markets and the welfare of society.

Design/methodology/approach

This study is conducted in the light of foucauldian genealogy through the analysis of historical materials that Foucault called discourses, a set of languages, systems of thinking and governality techniques that determine how individuals or organizations come to be disciplined. In this paper, the concept of discourse mainly refers to visible rituals and practices by which marketing researchers have been psychologically and behaviorally shaped to reproduce and perpetuate a hypothetical-deductive mainstream within their discipline.

Findings

This paper intends to stimulate a dialog among marketing scholars about expanding paradigms so that stale debates disappear, and marketing disciplines proves their scientific status by better contributing to the functioning of markets and the welfare of society. As an evolving social science, marketing requires new theory, new concepts and new research methods.

Originality/value

The intellectual contribution of this paper lies in its intention to alert marketing researchers about the danger we are exposing our discipline to by promoting imperialist traditions and standardization of thinking.

Details

Management Decision, vol. 57 no. 9
Type: Research Article
ISSN: 0025-1747

Keywords

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Article
Publication date: 8 May 2017

Bernard Korai and Nizar Souiden

The purpose of this paper is to contribute to the service literature by investigating post-consumption evaluation in the context of unwanted services. In particular, it…

Abstract

Purpose

The purpose of this paper is to contribute to the service literature by investigating post-consumption evaluation in the context of unwanted services. In particular, it intends to delineate the main characteristics of funeral services.

Design/methodology/approach

Given the lack of substantive literature on funeral services, a qualitative exploratory design was used from in-depth interviews with ten managers of funeral services companies in Quebec (Canada).

Findings

The study shows that compared to other traditional services, funeral services are characterized by their strong emotiveness, non-recurrence, irreversibility, uncommonness, high level of symbolism and personalization and emotion control of the service provider. The study also argues that funeral services quality is strongly dependent on funeral houses’ integrated logistics, proximity and integrity.

Practical implications

Because of consumers’ lack of competency, funeral companies need to guide and educate consumers about the criteria they should use to evaluate the service quality. Because funeral consumers are strongly emotion-driven at the purchase time, funeral services providers should find the right balance of emotions to express. Thus, more staff training is needed.

Originality/value

Because funeral services are emotionally challenging and deal with grief and distressed clients, the present study contributes in shedding light on service quality assessment in the funeral industry. Although they have some characteristics of traditional services (intangibility, perishability and variability), funeral services are also different in many ways.

Details

Journal of Services Marketing, vol. 31 no. 3
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 13 July 2012

André Richelieu and Bernard Korai

The purpose of this paper is to analyse the cultural impact and the importance of the Montreal Canadiens hockey club for its francophone fans, as well as to define to…

Abstract

Purpose

The purpose of this paper is to analyse the cultural impact and the importance of the Montreal Canadiens hockey club for its francophone fans, as well as to define to which extent young French Canadians (“Quebecers”) associate themselves with the team as a part of their identity building process.

Design/methodology/approach

The authors have chosen an exploratory qualitative research. The paper first proceeded with four semi‐directed group discussions (120 people). Then the authors conducted individual interviews from a distinct sample group of 35 students. All respondents were between 18‐25 years old.

Findings

The associations of the identity form indelible memories that remain present in the heart of young French Canadians. The Montreal Canadiens appear to be an entity strongly tied to Francophone Quebec that both feeds and is fed by the team.

Research limitations/implications

Admittedly, looking at the underlying motivations of the adolescents, it comes back to exploring the very subjective domains of the respondents’ personalities.

Practical implications

Innovative marketing strategies in an experiential framework should be a priority to favour the appropriation of a sports team and its brand by young fans.

Originality/value

This paper underlines the importance of culture, identity and symbolism while building a sports team brand.

Details

Sport, Business and Management: An International Journal, vol. 2 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

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Article
Publication date: 3 June 2014

André Richelieu and Bernard Korai

The purpose of this research is to understand the overall consumer experience, while highlighting the means through which consumers live and take possession of what they…

Abstract

Purpose

The purpose of this research is to understand the overall consumer experience, while highlighting the means through which consumers live and take possession of what they consume.

Design/methodology/approach

Holt’s typology serves as the theoretical background. Choosing a netnographic framework, we analyze the coffee experiential universe of 41 Canadian consumers of Tim Hortons' coffee by studying their personal stories posted on the company’s website.

Findings

Individuals predominantly associate the consumption of coffee with ritual, happiness, joy, travel companion and extended relationship. These categories relate to mystique (ritual); pleasure (happiness and joy); travel (travel companion); and love (family-like relationship).

Research limitations/implications

We acknowledge that there is a danger of bias in our data considering that we used the narratives that recorded the highest hits. However, these narratives represent a socially constructed reality which was validated by Tim Hortons’ fans themselves.

Practical implications

To maintain a strong market position, it is no longer sufficient to understand the associations linked to the overall experience of a product’s consumption. The company must also have ways of accessing or appropriating the consumer experience.

Originality/value

The study shows that it is possible for today’s consumer products to become symbolic representations in the minds of consumers, provided that the consumer has a strong attachment to the brand. It is essential to understand the appropriation practices of consumers’ experiences, as these hold significant theoretical and managerial implications.

Details

Qualitative Market Research: An International Journal, vol. 17 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

Content available
Article
Publication date: 3 June 2014

Andrew Lindridge

Abstract

Details

Qualitative Market Research: An International Journal, vol. 17 no. 3
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 10 November 2014

Robert Detmering, Anna Marie Johnson, Claudene Sproles, Samantha McClellan and Rosalinda Hernandez Linares

– The purpose of this paper is to provide a selected bibliography of recent resources on library instruction and information literacy.

Abstract

Purpose

The purpose of this paper is to provide a selected bibliography of recent resources on library instruction and information literacy.

Design/methodology/approach

Introduces and annotates English-language periodical articles, monographs and other materials on library instruction and information literacy published in 2013.

Findings

Provides information about each source, discusses the characteristics of current scholarship and describes sources that contain unique scholarly contributions and quality reproductions.

Originality/value

The information may be used by librarians and interested parties as a quick reference to literature on library instruction and information literacy.

Details

Reference Services Review, vol. 42 no. 4
Type: Research Article
ISSN: 0090-7324

Keywords

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