Qualitative Market Research: Volume 23 Issue 3

Guest editorial

Charles Dennis, Pantea Foroudi, T.C. Melewar, Philip Kitchen, Yioula Melanthiou, Ioanna Papasolonou

Exploiting online environment to engage customers: social commerce brand community

Maria Teresa Cuomo, Alice Mazzucchelli, Roberto Chierici, Francesca Ceruti

Taking jointly into account social commerce and online brand community, this paper aims to investigate how the growth of social commerce and the fast adoption of online brand…

Managing marketing communications: Customer-initiated contact on Israeli Facebook brand pages

Dorit Zimand Sheiner, Tamar Lahav

This study aims to focus on customer-initiated contact (CIC) discourse on Facebook brand pages. It concentrates on how brands manage CIC on Facebook when customers are more…

Exploring native advertising in Turkey: insights from digital immigrants and digital natives

Sema Misci Kip, Pınar Umul Ünsal

This study aims to achieve broad insights into perceptions and attitudes of Turkish digital immigrants (DI) and digital natives (DN) toward native advertising (NA) format.

Developing corporate communications: insights from the Italian scenario

Maria Palazzo, Pantea Foroudi, Philip J. Kitchen, Alfonso Siano

Based on the managerial perceptions from large firms, this paper aims to explore the emergence, growth and importance of corporate communications and how it is evolving and…

Managing omni-customer brand experience via augmented reality: A qualitative investigation in the Italian fashion retailing system

Maria Teresa Cuomo, Debora Tortora, Giuseppe Festa, Francesca Ceruti, Gerardino Metallo

The adoption of augmented reality (AR) settings represents an extraordinary opportunity to enrich the value of the omni-customer brand experience, especially in fashion retail. AR…

Corporate heritage brand traits and corporate heritage brand identity: the case study of John Lewis

Ammar Abdellatif Sammour, Weifeng Chen, John M.T. Balmer

This paper aims to study the corporate heritage brand traits and corporate heritage brand identity by concentrating on developing key dimensions for the corporate heritage brand…

Establishing psychological relationship between female customers and retailers: A study of the small- to medium-scale clothing retail industry

Dilini Edirisinghe, Alireza Nazarian, Pantea Foroudi, Andrew Lindridge

The purpose of this qualitative study is to investigate how young female customers establish psychological relationships with small- to medium-scale retail stores over time…

The use of new technologies for corporate marketing communication in luxury retailing: Preliminary findings

Rosanna Passavanti, Eleonora Pantano, Constantinos Vasilios Priporas, Saverino Verteramo

The purpose of this paper is to explore the extent to which luxury brand retailers use new technologies as a tool for corporate marketing communication.

Investigating internal market orientation: is context relevant?

Qionglei Yu, Bradley R. Barnes, Yu Ye

Through undertaking qualitative research within different industrial contexts, the study aims to address the following: How do practitioners in non-service organisations interpret…