Qualitative Market Research: Volume 21 Issue 3

“A feminine brand? Never!” Brands as gender threats for “resistant” masculinities

Isabelle Ulrich, Elisabeth Tissier-Desbordes

The purpose of this paper is to examine the relationships between men and brands and specifically how they configure their masculinities in relation to daily used brands.

Do gambling game choices reflect a recreational gambler’s motivations?

Andrew Lindridge, Sharon E. Beatty, William Magnus Northington

Gambling is increasingly a global phenomenon, derided by some as exploitative and viewed by others as entertainment. Despite extensive research into gambling motivations, previous…

Service recovery as an organizational capability

Samiha Mjahed Hammami, Nizar Souiden, Abdelfattah Triki

This paper aims to explore and conceptualize service recovery as an organizational capability. It proposes a new construct labeled knowledge-enabled recovery effectiveness (KERE).

A semiotic analysis on cultural meanings of eating horsemeat

Hanna Leipämaa-Leskinen, Henna Syrjälä, Minna-Maarit Jaskari

Drawing on food consumption research and human-animal studies, this paper aims to explore how the meanings related to a living horse may be transferred to those of horsemeat. This…

Market-mediated authenticity in culturally themed culinary space

Nilanjana Sinha, Himadri Roy Chaudhuri, Jie G. Fowler, Sitanath Mazumdar

This paper aims to explore authenticity as a multidimensional construct from both consumer and service provider perspectives in the context of culturally themed restaurants in…

Factors affecting consumers’ online product review use

Kelley A. O’Reilly, Amy MacMillan, Alhassan G. Mumuni, Karen M. Lancendorfer

The purpose of this study is to examine factors affecting the extent of consumers’ use of electronic word-of-mouth (eWOM), specifically online product reviews (OPRs), during their…