Qualitative Market Research: Volume 27 Issue 5

Consumer embarrassment in an emerging market retail context: a qualitative investigation

Vaishali Sangwan, Moutusy Maity

Emerging economies are dominated by an unorganized retail landscape, with complex sociocultural norms dictating the behavior of retailers and customers. The purpose of this paper…

Unpacking product design awards: a qualitative inquiry into consumer perceptions and responses

Elif Idemen, A. Banu Elmadag

This paper aims to explore consumer perceptions of product design awards (PDAs) and their impact on consumer product evaluation and attitude formation about the award-winning…

Ideological capacities in consumer communities: an exploration of the “presenteers” tribe

İrem Taştan, Zeynep Ozdamar Ertekin

This study aims to explore how a postmodern tribe enacts and re-interprets ideologies as a part of consumers’ collective experience, to enhance our understanding of consumer…

Through the eyes of non-vegans: using photovoice to explore the stigmatisation of vegans

Julie Napoli, Robyn Ouschan

This study aims to examine how veganism is “seen” by young adult non-vegan consumers and how prevailing attitudes reinforce or challenge stigmas around veganism.

Ways to relieve anxiety: Chinese consumers’ perceptions of paid digital knowledge products

Jie Jin, Huan Chen

This study aims to explore why Chinese consumers pay for digital content products by investigating the experiences of Chinese consumers living in first-tier and second-tier cities…

Money you could touch: cash and psychological ownership

Jashim Khan, Russell Belk

Despite evidence that cashless payment modes influence spending behavior, researchers have yet to explain the underlying mechanism. Cash serves as a store of value, and…

Developing artificial intelligence enabled Marketing 4.0 framework: an Industry 4.0 perspective

Shameek Mukhopadhyay, Rohit Kumar Singh, Tinu Jain

The paper aims to analyze the potential of artificial intelligence (AI) in enhancing marketing capabilities for Indian fast-moving consumer goods (FMCG) firms, with appropriate…

The nature and determinants of user-generated content for dissatisfied customers: evidence from second-hand luxury fashion brands

Wilson Ozuem, Michelle Willis, Silvia Ranfagni, Serena Rovai, Kerry Howell

This study examined the links between user-generated content (UGC), dissatisfied customers and second-hand luxury fashion brands. A central premise of luxury fashion brands is the…

How indigenous spiritual beliefs shape health-related consumption rituals: shipibo health rituals to tackle covid-19

Erik Cateriano-Arévalo, Ross Gordon, Jorge Javier Soria Gonzáles (Pene Beso), Richard Manuel Soria Gonzáles (Xawan Nita), Néstor Paiva Pinedo (Sanken Bea), Maria Amalia Pesantes, Lisa Schuster

In marketing and consumer research, the study of Indigenous ideas and rituals remains limited. The authors present an Indigenous-informed study of consumption rituals co-produced…

The rise of the egocentric brand and consumer: the case of soulbound tokens (SBT)

Zahy Ramadan

The development of the next Web 3.0 digital generation will be built on a decentralized society and blockchain technologies such as non-fungible tokens (NFTs) and “soulbound…

Defining brand heritage experience in luxury brand museums

Elodie De Boissieu, Damien Chaney

The purpose of this paper is to explore the specific characteristics of consumers’ lived experience in a brand museum within a luxury context. While previous research has…