Qualitative Market Research: Volume 14 Issue 2

The Multi‐Sensory Sort (MuSeS): A new projective technique to investigate and improve the brand image

Luca Cian, Sara Cervai

In the literature, there is a lack of tools able to catch the symbolic dimension of the brand image, which go beyond rational and emotional dimensions. This paper aims to find and…

An exploratory investigation of the theorized levels of consumer fanaticism

Scott Thorne

The purpose of this paper is to propose a model for the behaviors of consumers engaged in fan activity and test to see if that model simulates the movement of consumers among the…

Lexicon Rhetoricae: the narrative theory of Kenneth Burke and its application to marketing

Lewis Hershey, John Branch

The purpose of this article is to propose Lexicon Rhetoricae, the narrative theory of Kenneth Burke from the discipline of literary criticism, as a comprehensive model which helps…

Brand management perspectives in the twenty‐first century

Ram Herstein, Moti Zvilling

The purpose of this study is to define the tasks of product managers from the perspective of professional brand managers and to point out the gaps between their short‐ and…

Investigating the effect of arousal on brand memory in advergames: Comparing qualitative and quantitative approaches

Monica D. Hernandez, Michael S. Minor

Previous work examining the effect of emotional responses (arousal) in the online context has addressed one type of emotional data, relying only on self‐reporting. This paper aims…

Financial management practices and social reproduction

Ada Leung

The purpose of this paper is to enhance understanding of social reproduction by investigating the financial management practices carried out by the consumers. Using depth…

Editorial

Len Tiu Wright