Qualitative Market Research: Volume 21 Issue 1

Assessing visual survey protocols to capture brand-related emotional insights

Stéphane Ganassali, Justyna Matysiewicz

This paper aims to present the assessment of different self-reported approaches that can be used to identify and measure consumers’ emotional responses towards brands. The goal is…

Brand addiction conceptual development

Mona Mrad

Although emerging literature has discussed different consumer–brand relationships and addictive behavior constructs, to date, it has not explored the brand addiction phenomenon…

Consumed by the real: A conceptual framework of abjective consumption and its freaky vicissitudes

George Rossolatos

This paper furnishes an inaugural reading of abjective consumption by drawing on Kristeva’s psychoanalytic theory of abjection within the wider terrain of consumer cultural…

Market segmentation via attitudinal functions: a multi-method approach

Obinna O. Obilo, Bruce L. Alford

This study aims to develop a method of segmenting markets by using the functional approach to attitudes. The adopted approach identifies and groups individuals based on what…

Quickening brand poetics: the lyric alternative

Roel Wijland, Stephen Brown

This paper aims to explore brand rhythm in a lyrical analysis. It aims to provide insights into the appropriation of temporal meaning in material, collective and individual…

Using colour semiotics to explore colour meanings

Hannele Kauppinen-Räisänen, Marie-Nathalie Jauffret

The impact of colour is acknowledged within the marketing field. However, research on colour communication is limited, with most prior studies focusing on pre-defined meanings or…

The specificities of interviewing in China

Rui Torres de Oliveira, Sandra Figueira

The purpose of this paper is to guide future researchers and practitioners into the process of interviewing in the Chinese context.