Qualitative Market Research

Retraction notice: Promoting brand gratitude through unique emotional connection: a qualitative study

A thematic analysis of factors influencing small and medium enterprise adoption of social media marketing: a TOE framework perspective

This paper aims to examine the factors influencing the adoption of social media marketing by small and medium enterprises (SMEs) in Pakistan. By investigating the drivers and…

A qualitative study revisiting the theoretical lens of brand image and developing the consumer brand image schema

Brand image remains a “nebulous” construct with very few frameworks dedicated to understanding the process of uncovering brand image. This is supported by explicit calls for…

The “less is better” paradox and consumer behaviour: a systematic review of choice overload and its marketing implications

This study, a systematic literature review, aims to review the state-of-the-art literature on choice overload from 2000 to 2023.

A cross-country comparative ethnographic analysis of immigrant enclave entrepreneurship

This paper responds to several calls for a cross-national comparative study of immigrant entrepreneurship throughout the longstanding discourse of this phenomenon. This study aims…

Examining 360° video tourist experiences and adoption in a developing country

Understanding tourist experiences with virtual reality (VR) products is essential for firms using VR for tourism marketing, particularly in developing countries where customers do…

Founders and their brands: how founder identity matters in small firm branding

Branding is essential for business survival and growth, particularly for small firms in their early development. However, small firms approach branding differently than large…

Perceptions of customer-facing digital technology: a qualitative interview study from grocery retail

The purpose of this study is to provide in-depth knowledge on customer-facing technology and customer experience in the grocery retail sector, including how the value-added…

When the secondhand economy is not as good as it seems: understanding conflicts and their (ir)resolutions between users on secondhand resale platforms

Peer-to-peer (P2P) secondhand resale platforms (SRP) are competitive places where different value systems beyond market values interact. This study aims to investigate the…

Masculinity and symbolic consumption among black African consumers: an interpretive study

Despite the plethora of scholarship outputs on masculinity showing it as a fertile research domain, there are noteworthy lacunae on the topic especially in relation to its…