Qualitative Market Research: Volume 10 Issue 3

Just friends, good acquaintances or soul mates? An exploration of web site connectedness

Amalia E. Maulana, Giana M. Eckhardt

This study aims to understand the meaning of web site connectedness from the consumer's point of view, and uncover the underlying meaning of emotional ties between visitors and…

The consumer competence of young adults: a study of newly formed households

Alice Grønhøj

The consumer competence concept is loaded with ambiguity in the academic as well as in the public use of the term. The purpose of this paper is to examine the concept…

Customer empowerment in tourism through consumer centric marketing (CCM)

Outi Niininen, Dimitrios Buhalis, Roger March

The purpose of this paper is to explain consumer centric marketing (CCM) and adopt this new technique to travel context. The paper seeks to outline the benefits and disadvantages…

Concept articulation and web research: a case study using quali‐quant methods

Howard Moskowitz, Samuel Rabino, Jacqueline Beckley

The purpose of this paper is to show how consumer researchers have used experimental design of ideas to understand emotions.

Projective techniques for brand image research: Two personification‐based methods explored

Anouk Hofstede, Joris van Hoof, Natascha Walenberg, Menno de Jong

Since it is hard for consumers to express their feelings and views regarding brand images, market researchers increasingly use projective and enabling techniques to collect rich…

Age is no barrier to wanting to look good: women on body image, age and advertising

Helen Borland, Selina Akram

Most fashion advertising in the UK uses and targets young, slim women (and/or men). The purpose of this paper research is to ask whether this approach is relevant and appropriate…

Editorial

Len Tiu Wright