Qualitative Market Research: Volume 26 Issue 2

Guest editorial: Sacred journeys: moving in, out and around sacred spaces

Mona Moufahim, Victoria Rodner, Hounaida El Jurdi

Mobility, space and agency: pilgrimage by humans and others

John Eade

Pilgrimage brings humans and other-than-humans together through a dual process – movement across space and the transformation of space through the process of sacralisation. This…

Afro-Cuban micro-mobilities: examining processes of movement, in other words

Diana Espirito Santo

The purpose of this piece is to look at religious mobilities through their micro-cosmological particulars, using Afro-Cuban religious processes and espiritismo cruzado as case…

Purification in religious sojourns: consuming in relatively sacred spaces

Ateeq Abdul Rauf

Using the canvas of the author’s sojourn with the Islamic preaching group Tablighi Jamaat, this study aims to exhibit reflections on how spaces can be categorized as more sacred…

Consuming the divine grace: circulations and ritual re-uses of votive materiality in pilgrimage spaces

Manoël Pénicaud, Anne-Gaëlle Jolivot

To date, a few studies have examined the use and circulation of votive materiality in religious pilgrimages. However, to the best of the authors’ knowledge, no study has explored…

A terrible beauty is burned: gifts, sacrifice and community in Northern Ireland

Hilary Downey, John F. Sherry, Jr

Sacrifice, integral to gift giving, remains unexplored and undertheorized in marketing. This paper aims to address this shortfall by analyzing the dynamics of sacrifice and…

Father Cícero’s water: is it really for drinking?

Jannsen Santana, Rodrigo Oliveira Pimentel, Halana Adelino Brandão, Antonio Messias Valdevino

This teaching case aims to provide in-class discussions on the commercialization and consumption of goods in spiritual markets. This teaching case is a narrative based on facts…

Researching the sacred: a conversation with Samuelson Appau, Russ Belk and Diego Rinallo

Mona Moufahim, Victoria Rodner, Hounaida El Jurdi, Samuelson Appau, Russell Belk, Diego Rinallo

Once the domain of theologians, sociologists and (religion) anthropologists, we have seen more recently how consumer researchers have enriched the study of spirituality and…