Qualitative Market Research: Volume 17 Issue 4

One step closer to the field: visual methods in marketing and consumer research

Laila Shin Rohani, May Aung, Khalil Rohani

– The purpose of this study is to examine the use of visual research methods in the area of recent marketing and consumer research.

Mind the “academician-practitioner” gap: an experience-based model in the food and beverage sector:

Alessio Cavicchi, Cristina Santini, Lucia Bailetti

This purpose of this paper is to introduce a research model inspired by the basic principles of experiential research and apply it to the food and beverage industry. Thinkers and…

The challenge of “Big Data”: What does it mean for the qualitative research industry?

Colin Strong

Functional neuroimaging applications in marketing: some methodological and statistical considerations:

Mohamed M. Mostafa

The purpose of this paper is to review recent applications of functional magnetic resonance imaging (fMRI) and other neuroimaging techniques in marketing and advertising, and to…

The use of longitudinal case studies and semiotics for analysing brand development as process of assimilation or accommodation

Nathalie Veg-Sala

The purpose of this paper is to define and understand the different models of brand development, according to the evolution of a brand’s identity and the introduction of brand…

Reshaping the Village Test for investigating service brand attachment

Chourouk Mzahi

The purpose of this paper is to demonstrate the use of an investigative technique which has until now only been used in the field of psychology, namely, the Village Test. The new…

Corporate impression formation in online communities: a qualitative study

Christine Hallier Willi, Bang Nguyen, T.C. Melewar, Charles Dennis

This study aims to evaluate elements of corporate communication in online communities (OCs) and their influence on corporate impression formation. Interactive online platforms…

Benchmarking desired corporate brand image in relation to stakeholders: a managerial perspective

Tatiana Anisimova

The purpose of this paper is to use managerial vision of corporate brand in relation to consumers, dealers and frontline employees to generate brand benchmarks. These benchmarks…

Multi-brand loyalty: when one brand is not enough

Reto Felix

The purpose of this research is to provide a deeper, constructivist account of multi-brand loyalty. Previous literature has acknowledged the existence of multi-brand loyalty, but…

Brand love in emerging market: a qualitative investigation

Abhigyan Sarkar

The purpose of this article to explore the nature of brand love, the antecedents and consequences of brand love and the obstacles to brand love in the context of Asian market…

Review Subject: The Routledge Companion to Digital Consumption

Dilip S. Mutum

Editorial

Andrew Lindridge