Qualitative Market Research: Volume 19 Issue 4

Conceptions of value as family resemblances

Ron Fisher, Mark Francis, Andrew Thomas, Kevin Burgess, Katherine Mutter

The purpose of this paper is to consider value as individual and experiential, based on the relationships between conceptions of value, rather than attempting to identify a common…

Co-creating luxury brands in an emerging market: Exploring consumer meaning making and value creation

Beate Elizabeth Stiehler

The purpose of this paper is to explore consumer meaning-making and brand co-creation and the role of brand value and the consumption context of luxury goods in the emerging South…

Culture, desire and consumer culture in America in the new age of social media

Thomas Joseph Maschio

The purpose of this paper is to consider the role that consumer desire plays in the creation of new culture forms.

Sample size for qualitative research

Clive Roland Boddy

Qualitative researchers have been criticised for not justifying sample size decisions in their research. This short paper addresses the issue of which sample sizes are appropriate…

How e-readers have changed personal connections with books

Seth Ketron, Kelly Naletelich

Although the functional benefits of e-books have been discussed in the emerging literature on the e-reader platform, the hedonic/emotional aspects of e-book usage have not been…