Qualitative Market Research
Issue(s) available: 107 – From Volume: 1 Issue: 1, to Volume: 27 Issue: 1
Strapline:
An International JournalVolume 27
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Issue 1 2024
Volume 26
Volume 25
Volume 24
Volume 23
Volume 22
Volume 21
Volume 19
Volume 18
Volume 17
Volume 16
Volume 15
Volume 14
Volume 13
Volume 12
Volume 11
Volume 10
Volume 9
Volume 8
Transforming qualitative research in phygital settings: the role of generative AI
Bernd SchmittThis commentary discusses the value of generative artificial intelligence (AI) for qualitative research in phygital settings to understand the customer experience.
Experience-dominant logic: laying the groundwork for an experience-dominant view of firm practices in the marketplace
Dr Dongmei Zha, Pantea Foroudi, Reza MarviThis paper aims to introduce the experience-dominant (Ex-D) logic model, which synthesizes the creation, perceptions and outcomes of Ex-D logic. It is designed to offer valuable…
Circular supply chain management in post-pandemic context. A qualitative study to explore how knowledge, environmental initiatives and economic viability affect sustainability
Mandeep Kaur, Maria Palazzo, Pantea ForoudiCircular supply chain management (CSCM) is considered a promising solution to attain sustainability in the current industrial system. Despite the exigency of this approach, its…
Through the eyes of non-vegans: using photovoice to explore the stigmatisation of vegans
Julie Napoli, Robyn OuschanThis study aims to examine how veganism is “seen” by young adult non-vegan consumers and how prevailing attitudes reinforce or challenge stigmas around veganism.
Unpacking product design awards: a qualitative inquiry into consumer perceptions and responses
Elif Idemen, A. Banu ElmadagThis paper aims to explore consumer perceptions of product design awards (PDAs) and their impact on consumer product evaluation and attitude formation about the award-winning…
Ideological capacities in consumer communities: an exploration of the “presenteers” tribe
İrem Taştan, Zeynep Ozdamar ErtekinThis study aims to explore how a postmodern tribe enacts and re-interprets ideologies as a part of consumers’ collective experience, to enhance our understanding of consumer…
Consumer embarrassment in an emerging market retail context: a qualitative investigation
Vaishali Sangwan, Moutusy MaityEmerging economies are dominated by an unorganized retail landscape, with complex sociocultural norms dictating the behavior of retailers and customers. The purpose of this paper…
Humanistic corporate accounts on social media: exploring identity construction and authenticity management
Kosuke Mizukoshi, Hisashi MariThis study aims to clarify identity building and authenticity management in human brand research, focusing on inside operators managing corporate accounts on social media…
Food safety and consumption of fruits and vegetables at local markets: a means-end chain approach
Rita de Cássia Leal Campos, Luiz Henrique de Barros Vilas Boas, Daniel Carvalho de Rezende, Delane BotelhoThis study aimed to the attributes, consequences and personal values that motivate the behavior of consumers of fruits and vegetables (FV) at local markets and how these elements…
Ideas that resonate: how ideology drives consumers’ firm-supportive market shaping
Jeffrey WiebeThe purpose of this study is to understand how and why consumers engage in market-shaping activities on behalf of firms.
Virtual influencer marketing: a study of millennials and gen Z consumer behaviour
Padma Angmo, Rachna MahajanVirtual influencers (VIs), who are fictional characters, have gained popularity in recent years, particularly among Generation Z and millennials. With the hype surrounding VIs…
Phygital marketing through the lens of neuroscience and phenomenology: an interpretivist account
Matt Johnson, Rob BarlowThe purpose of this paper is to explore the prospect of using neurophenomenology to understand, design and test phygital consumer experiences. It aims to clarify interpretivist…
Activity focus groups – a discursive, practical and social method for studying consumption practices
Katri Weckroth, Elina NärvänenThe purpose of this paper is to present a novel qualitative activity focus group (AFG) method for studying consumption practices. This participatory method, which is inspired by…
Transforming practices of co-creating values in a contemporary art exhibition
Ryszard Kłeczek, Monika HajdasThis study aims to investigate how art events can enrich novice visitors by transforming their practices.
How to make a collaborative videography using Phygital affordances to study sensitive topics
Lena Cavusoglu, Russell W. BelkThe physical filmmaking landscape has been transformed by the emergence of digital platforms that foster interaction and dialogue. The accessibility and affordability of mobile…
Exploring the evolution of consumer attitude from followers to brand enthusiasts: an experiential learning perspective on social media
Jack WeiSocial media marketers are keen to understand how viewers perceive their brands on a platform and how the learning experiences from content can impact their attitudes toward a…
Methodological fitness-for-purpose in the phygital age: the case of luxury
Michael J.G. Parnwell, Kelly MengThis paper aims to contribute to this special issue on interpretivist research methodologies and the phygital consumerist landscape by exploring some underlying issues within the…
Reflections on phygital experiences: conceptual boundaries, wellbeing benefits and methodological suggestions
Dong-Jin Lee, Grace B. Yu, M. Joseph SirgyThe purpose of this paper is to reflect on the construct of phygital experiences and provide ideas that may spur future research on phygital consumer experiences in relation to…
Who creates luxury? Unveiling the essence of luxury creation through three perspectives: a scoping review
Johanna Gummerus, Catharina von Koskull, Hannele Kauppinen-Räisänen, Gustav MedbergPast research on luxury is fragmented resulting in challenges to define what the construct of luxury means. Based on a need for conceptual clarity, this study aims to map how…
ISSN:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Fiona Spotswood