Qualitative Market Research: Volume 23 Issue 4

Guest editorial

Pantea Foroudi, Charles Dennis, Dimitris Stylidis, T.C. Melewar

Examining the effects of advertising credibility on brand credibility, corporate credibility and corporate image: a qualitative approach

Shahzeb Hussain, T.C. Melewar, Constantinos Vasilios Priporas, Pantea Foroudi

This paper aims to use signalling theory to examine the concept of advertising credibility and its effects on brand credibility, brand image, corporate credibility and corporate…

Enhancing brand value using corporate social responsibility initiatives: Evidence from financial services brands in Saudi Arabia

Ahmed Suhail Ajina, Sanjit Roy, Bang Nguyen, Arnold Japutra, Ali Homaid Al-Hajla

This study aims to investigate employees’ perceptions of socially responsible financial services brands in Saudi Arabia. The study also identifies the motives and challenges for…

Public evaluation of the ethics of tobacco marketing in Indonesia: symbiotic ethical approach

Nathalia Christiani Tjandra, Lukman Aroean, Yayi Suryo Prabandari

This article aims to explore the public evaluation of the ethics of marketing tobacco in Indonesia through the theoretical lens of normative ethics.

Corporate branding and value creation for initiating and managing relationships in B2B markets

Sena Ozdemir, Suraksha Gupta, Pantea Foroudi, Len Tiu Wright, Teck-Yong Eng

This study aims to fill a gap in branding literature concerning the effect of corporate brand relationships on brand value through the case study method in a business-to-business…

Motivating resellers of the international brand in competitive markets

Suraksha Gupta

The purpose of this paper is to explore how brand managers can motivate resellers who are not directly associated with the brand and know the brand through a local or a national…

Brand-reseller representative relationship for enablement: a research agenda

Suraksha Gupta, Len Tiu Wright

The purpose of this study is to bring theories of branding and relationship marketing together under the lens of the brand manager and reseller relationship for integrating into a…

The evaluation of the impact of innovation management capability to organisational performance

Javad Izadi Z.D., Sayabek Ziyadin, Maria Palazzo, Mendip Sidhu

The purpose of this study is to investigate the impact of innovation management capability on organisational performance. Based on the resource-advantage theory, this study…

Service brand rehab: diagnosing trust repair mechanisms

Elvira Bolat, Julie Robson, Kokho Jason Sit, Shannon Birch-Chapman, Samreen Ashraf, Juliet Memery, Caroline Jackson

This paper aims to understand consumers’ response to the trust repair mechanisms adopted by corporate brands in a service sector context following prominent trust damaging…

Internationalisation and branding strategy: A case of the English Premier League’s success in an emerging market

Robert E. Hinson, Ellis Osabutey, John Paul Kosiba, Frederick O. Asiedu

The purpose of this study is to analyse how professional football clubs have attained success with internationalisation and branding strategies in foreign markets.

The consequence of waiters’ professional identity on passion for work and its effects on employee turnover: a qualitative approach

M.J. Jerez-Jerez, T.C. Melewar

Purpose- This study aims to develop a comprehensive understanding of the relationship between waiters’ professional identity and its antecedents such as work interaction, identity…

The artification of corporate identity: aesthetic convergences of culture and capital

Angela Bargenda

The purpose of this paper is to critically examine the claim that artworks and corporate art collections contribute a qualitative dimension to corporate identity by satisfying…

An evaluation of the effect of interconnectedness and the state of the relationships in a triad: a dynamic approach

Nathalia Christiani Tjandra, John Ensor, Maktoba Omar, John R. Thomson

This study aims to investigate the applicability of Ritter’s (2000) framework of interconnectedness in a triadic relationship between a provider, intermediaries and customers and…

Hope for the best, prepare for the worst: barriers to service innovation

Rezvan Velayati, Esmail Shabani, Alireza Nazarian

Despite the growing scholarly interest in service innovation and its associated benefits for organizations, research into the barriers to developing new services remains scant. In…

Higher education: a once-in-a-lifetime purchase

Hsiao-Pei Yang, Dorothy Yen, John M.T Balmer

Drawing on infrequent purchase and university selection literature, the purpose of this study is to make theoretical contributions to the identification and comprehension of the…

Why would anyone come to Corfu to have a Heineken?

T.C. Melewar, Heather Skinner

This paper aims to examine brand-naming decisions, along with other management decisions that affect tourist experiences, such as visitor tours and souvenir appropriation, in the…

Interrogating place brand – a case of two cities

Sanya Ojo

This study aims to investigate the reverse effect of the country of origin’s reputation on the notion of place brand.

How to boost place branding leveraging on community relations: An exploration of the banking sector in Ghana

Maria Palazzo, Linda Deigh, Pantea Foroudi, Alfonso Siano

This paper aims to explore the relationship between community relations (CR) and the concept of place branding (PB) by analysing several companies in a developing sub-Saharan…

Constructing consensus and conflicts : Dynamics in regional place marketing collaboration

Juha Halme

This paper aims to study discursive dynamics in place marketing collaboration, which has the potential to construct common ground between stakeholders or provoke discursive…

Place overbranding and how to prevent it: Combining two conceptual and methodological approaches

Kirill Rozhkov, Konstantin Khomutskii, Robert Romanowski, Norberto Muniz-Martinez

This paper aims to present concepts and tools for developing place branding that protects places from overbranding, redundant promotion and excessive tourism.

Intra-organizational brand resistance and counter-narratives in city branding – a comparative study of three Danish cities

Marianne Wollf Lundholt, Ole Have Jørgensen, Bodil Stilling Blichfeldt

This study aims to contribute to an increased understanding of intra-organizational city brand resistance by identifying and discussing different types of counter-narratives…