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The purpose of this paper is to revisit Russell Belk’s (1988) landmark paper “Possessions and the extended self”. The authors provide a prehistory of related ideas and then examine the controversy it triggered regarding the different paradigms of research in marketing (Cohen, 1989) some 26 years ago.

This paper takes Belk seriously when he argues that his work is a synthesis and extension of prior studies leading to the novel production of the “extended self” concept. Via a close reading of the history of self-constitution, the authors highlight a number of thinkers who were grappling with similar issues now associated in our disciplinary consciousness to the idea of the “extended self”. To assess the contribution of Belk’s work, the authors engage in citation and interpretive analyses. The first analysis compared scholarly citations of Belk (1988) with the top ten most-cited Journal of Consumer Research (JCR) papers published in the same year. The second citation analysis compared Belk (1988) to the top ten most-cited JCR papers in the history of the journal. The authors follow this with an interpretive analysis of Belk’s contribution to consumer research via his 1988 paper.

Belk (1988) had the most citations (N = 934) of any paper published in JCR in 1988. When compared to all papers published in the history of JCR, Belk (1988) leads with the most overall citations. Moreover, Belk (1988) is the most prominent interpretive paper that appeared in JCR and one of the top three, regardless of paradigm. The analysis illustrates diversity in topic and methodology, thus indicating that Belk’s contribution impacted a wide variety of scholars. Interpretive analysis indicates the importance of Belk’s work for subsequently impactful consumer researchers.

The authors offer a prehistory of the “extended self” concept by highlighting literature that many consumer researchers will not have explored previously. With citations spanning over three decades, consumer behavior scholars recognize Belk (1988) as an important paper. Our analysis reveals that contrary to received wisdom, it is not only important for interpretive researchers or scholars within the consumer culture theory, but it is significant for the entire discipline, irrespective of paradigmatic orientation. The research presented here demonstrates that Belk’s (1988) paper is arguably one of the most influential papers ever published in JCR.

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.

Content analyses of US and Japanese magazine advertisements featuring products and services in a home setting reveal several significant differences over time and support hypotheses based on comparative cultural values and economic conditions. As expected, recent Japanese advertising has increasingly emphasised status to a much greater degree than recent US advertising, and recent US advertising has continued to emphasise personal efficacy to a much greater degree than does Japanese advertising. Both cultures are found to use materialistic themes in their advertisements.

The purpose of this paper is to investigate the reasons that tourists capture images of their trips on cameras or camcorders.

Over a period of approximately five years, the authors observed, photographed and interviewed tourists taking photos or videos in diverse international locations. Upon returning home, informants e‐mailed their trip photos together with descriptions of what the images meant and what they had done with them when at home. These data were archived and interpreted in line with the central research questions.

Why does almost every tourist carry a camera or camcorder? What are they doing making these images? And what do they do with them once they return home? The accompanying video conveys most of the findings, while the manuscript elaborates on certain theoretical points and provides contextualizing and supportive evidence from the literatures dealing with tourism and photography.

The paper suggests that the images form part of an identity project, serving as a means of conveying internal tales to the self rather than as a means of, beyond the immediate family, communicating with others. The images act as tools for displacing meanings that are too fragile and tenuous to be contained in the fragile present as Grant McCracken describes more generally with regard to tying hopes and dreams to places and times of the past and future.

The purpose of this paper is to bring together the thoughts and opinions of key members of the Journal of Islamic Marketing's (JIMA) Editorial Team, regarding the recently branded phenomenon of Islamic marketing – in the interests of stimulating further erudition.

The authors adopted an “eagle eye” method to investigate this phenomenon: Where attempts were made to frame general principles and observations; alongside a swooping view of key anecdotal observations – in order to ground and enrich the study. The authors participated in an iterative process when analysing longitudinal and contemporary phenomenological data, in order to arrive at a consensus. This was grounded in: triangulating individual and collective researcher findings; critiquing relevant published material; and reflecting upon known reviewed manuscripts submitted to marketing publications – both successful and unsuccessful.

The authors assert that a key milestone in the study and practice of marketing, branding, consumer behaviour and consumption in connection with Islam and Muslims is the emergence of research wherein the terms “Islamic marketing” and “Islamic branding” have evolved – of which JIMA is also a by‐product. Some have construed Islam marketing/branding as merely a niche area. Given the size of Muslim populations globally and the critical importance of understanding Islam in the context of business and practices with local, regional and international ramifications, scholarship on Islamic marketing has become essential. Western commerce and scholarship has been conducted to a limited extent, and some evidence exists that research is occurring globally. The authors believe it is vital for “Islamic marketing” scholarship to move beyond simply raising the flag of “Brand Islam” and the consideration of Muslim geographies to a point where Islam – as a way of life, a system of beliefs and practices, and religious and social imperatives – is amply explored.

An “eagle eye” view has been taken, which balances big picture and grassroots conceptual findings. The topic is complex – and so while diverse expert opinions are cited, coverage of many issues is necessarily brief, due to space constraints.

Scholars and practitioners alike should find the thoughts contained in the paper of significant interest. Ultimately, scholarship of Islam's influences on marketing theory and practice should lead to results which have pragmatic implications, just as research on Islamic banking and finance has.

The paper appears to be the first to bring together such a diverse set of expert opinions within one body of work, and one that provides a forum for experts to reflect and comment on peers' views, through iteration. Also the term Crescent marketing is introduced to highlight how critical cultural factors are, which shape perceptions and Islamic practises.

Marketing and consumer researchers have only recently been able to put videographic methods into their data collection and research representation toolkits. This paper provides an overview of these methods and offers some guidelines for their use.

We offer an overview of videographic methods that illustrates the considerable choice and diversity offered to budding videographers. With examples from different kinds of marketing and consumer research, from academia as well as marketing research practice, we survey, critique, and make recommendations about some of the best ways to use this method. We also promote current and existing venues for distributing videographic work.

We find videographic methods full of promise and in the early introduction growth stage in marketing and consumer research. Combined with decreases in the cost and availability of digital recording media, videography is ready for prime time.

Much observational data have been to a large extent “left on the table” because there have been no convenient, reliable, and cost‐effective ways to capture and analyze them and build them into our research theories and representations. In this paper, we present an overview and a set of detailed examples that help to develop, systematize, and begin institutionalizing videographic methods in consumer and marketing research. The result is consumer and marketing research more attuned to the lived realities of everyday consumption, and a broadened research toolkit to capture and expressively present these realities.

To show how consumer researchers can learn from novels and analogous works of fiction.

Close reading of two recent novels, The Savage Girl by Alex Shakar and Jennifer Government by Max Barry.

The paper shows how works of fiction can be used as a intellectual resource by the consumer research community. It argues that fiction refreshed the parts that other research methods cannot reach.

Much depends on the caliber of the novels. Not every work of art is a work of genius. The article contends that consumer researchers need to move beyond singing the praises of fiction and, in pursuit of new paths to thick description, seek instead to novelise our findings. Or narrate them better at least.

Marketing practitioners might learn more from reading novels than the academic marketing literature.

There is nothing particularly original in the paper. It reiterates what several scholars have said already. The message is sufficiently important to warrant constant repetition, however.

Missionaries, monetary funds, and marketers make strange bedfellows. The paradisal visions that they promote appear quite distinct. It seems to slander some more than others to label all three as pimps. And despite the phenomenon of serial addictions, the religious zealots, impoverished wretches, and compulsive consumers of the world seem to form mutually exclusive, if not mutually hostile, groups. Nevertheless, missionaries, international monetary funds, and other marketers all strive to incite passionate longing toward something far better, for which those seduced must pay a price. All three seek to fan the fires of fanaticism with promises of a future paradise, immediate or distant. And all three threaten hellish punishments for those who reject these promises. There are, I contend, more similarities than differences among the conversion tactics and promises of these three panderers to human fears and longings. By examining the overlapping manner in which each purveys promises of paradise, we may better understand the tap roots of human emotion that each seeks to incite.

Multinational companies (MNCs) entering developing markets face cultural, language, and other barriers to understanding consumers. Ethnographic consumer insights research offers the best means of understanding needed product innovations and adaptations for these markets. This paper aims to focus on these issues.

The paper emphasizes qualitative methods and gives examples of their successful application in developing markets.

Despite a wealth of quantitative consumer data from surveys, online data, and secondary data analysis, these methods cannot provide a culture‐sensitive understanding of local consumers. Anthropological approaches are best situated to do this.

While MNCs have global experience they can gain local experience by coming to see through the lens of qualitative consumer insights.