Qualitative Market Research: Volume 16 Issue 2

Using netnography research method to reveal the underlying dimensions of the customer/tourist experience

Ahmed Rageh, T.C. Melewar, Arch Woodside

The interest in customer experience has increased at a phenomenal rate. However, research to capture the true meaning of the concept is limited. Therefore, this study aims to…

Champagne purchasing: the influence of kudos and sentimentality

Anne‐Louise Morton, Cheryl Rivers, Stephen Charters, Wendy Spinks

The purpose of this paper is to investigate the engagement of Australian consumers when buying and drinking Champagne.

An identity approach to bacalhau prosumption

Chunyan Xie, Lúcia de Fátima Martins Guilhoto, Kjell Grønhaug, Jens Østli

In Brazil, bacalhau dishes represent strong cultural, religious and traditional values. The purpose of this paper is to propose a theoretical perspective integrating theories on…

Men's branded underwear: an investigation of factors important to product choice

Rosanna Hale, Nancy Hodges

The purpose of this paper is to explore factors important to the product choice stage of the decision‐making process for the men's branded underwear consumer.

Time in corporate images: introducing image heritage and image‐in‐use

Anne Rindell

The purpose of this paper is to investigate the influence of inputs from consumers' past experiences of a company on their current image‐construction processes, in the context of…

Competitive priorities and supply chain strategy in the fashion industry

Bowon Kim

The purpose of this paper is to explore how high‐performing companies in the fashion industry align their supply chain strategy with their competitive priorities.

Editorial

Len Tiu Wright