Qualitative Market Research: Volume 27 Issue 2

Editorial: Introductions to the new editorial team and our ambitions for QMR

Fiona Spotswood, Ariadne Beatrice Kapetanaki, Anoop Bhogal-Nair

Who creates luxury? Unveiling the essence of luxury creation through three perspectives: a scoping review

Johanna Gummerus, Catharina von Koskull, Hannele Kauppinen-Räisänen, Gustav Medberg

Past research on luxury is fragmented resulting in challenges to define what the construct of luxury means. Based on a need for conceptual clarity, this study aims to map how…

Activity focus groups – a discursive, practical and social method for studying consumption practices

Katri Weckroth, Elina Närvänen

The purpose of this paper is to present a novel qualitative activity focus group (AFG) method for studying consumption practices. This participatory method, which is inspired by…

Exploring the evolution of consumer attitude from followers to brand enthusiasts: an experiential learning perspective on social media

Jack Wei

Social media marketers are keen to understand how viewers perceive their brands on a platform and how the learning experiences from content can impact their attitudes toward a…

Transforming practices of co-creating values in a contemporary art exhibition

Ryszard Kłeczek, Monika Hajdas

This study aims to investigate how art events can enrich novice visitors by transforming their practices.

Virtual influencer marketing: a study of millennials and gen Z consumer behaviour

Padma Angmo, Rachna Mahajan

Virtual influencers (VIs), who are fictional characters, have gained popularity in recent years, particularly among Generation Z and millennials. With the hype surrounding VIs…

Humanistic corporate accounts on social media: exploring identity construction and authenticity management

Kosuke Mizukoshi, Hisashi Mari

This study aims to clarify identity building and authenticity management in human brand research, focusing on inside operators managing corporate accounts on social media…

Ideas that resonate: how ideology drives consumers’ firm-supportive market shaping

Jeffrey Wiebe

The purpose of this study is to understand how and why consumers engage in market-shaping activities on behalf of firms.

Food safety and consumption of fruits and vegetables at local markets: a means-end chain approach

Rita de Cássia Leal Campos, Luiz Henrique de Barros Vilas Boas, Daniel Carvalho de Rezende, Delane Botelho

This study aimed to the attributes, consequences and personal values that motivate the behavior of consumers of fruits and vegetables (FV) at local markets and how these elements…