Qualitative Market Research: Volume 27 Issue 1

Advertising to Gen-Z college students with memes? A focus group study

Christopher Vardeman

As a result of increasingly pervasive public social media use over the past decade, brands and marketers have begun to use internet memes as digital advertising vehicles, with…

An exploratory study on emotional consequents of visceral food pleasure

Carmela Donato, Luigi Monsurrò

This study aims to explore the phenomenon of visceral food pleasure, described as a unitary experience that, after an initial sense of pleasure and relief generated by the…

Friend or Foe? A mixed method analysis of YouTube users’ replies to top comments of femvertising

Huan Chen, Yang Feng

This study aims to investigate replies to the top 10 comments under Always “Like a Girl” YouTube femvertising video to gauge consumers’ responses regarding femvertising as well as…

Turning the invisible into the visible: exploring consumers’ perceptions towards sustainable water consumption

Georgios Patsiaouras

This study aims to elaborate on the interface between water scarcity and consumption and, specifically to focus on, how consumers’ perceptions and views towards (un)sustainable…

Listening to unheard voices: exploring salespeople’s perspectives on the value of corporate heritage

Amjad H. Al-Amad, Sa’ad Ali, Hadeel B. Al-Haddad

This study aims to examine salespeople’s perspectives on the value of corporate heritage to relationship selling and the issue of trust in personal selling situations in the…

Global corporate reputation: a projective qualitative approach from a customer perspective

Chebli Youness, Pierre Valette-Florence, Cynthia Assaf

The purpose of this research is to extend the results of previous studies regarding corporate reputation scales and identify new and specific items relevant for studying global…

“Older consumer? Yes! Different motivations, but an effective online brand advocate! A content marketing typology framework”

Jitpisut Bubphapant, Amélia Brandão

This paper aims to bridge the gap by understanding the context of ageing consumer behaviour in the online community. Specifically, this research seeks to identify which content…

Consumers expectations toward luxury brands websites: a qualitative analysis through the lens of personal and interpersonal motivations

Nathalie Veg-Sala, Angy Geerts

Nowadays all luxury brands have their own websites, using them either as a communication and/or distribution tool. However, luxury consumers might still have different perceptions…