Qualitative Market Research: Volume 25 Issue 1

Studying gendered embodied consumption with poststructuralist feminist hermeneutics

Carly Drake, Scott K. Radford

This study aims to consider how research methodologies and methods can afford holistic inquiry into gendered embodied consumption. Noting the salience of gender in past and…

Brand ageing: an analysis from a Latin American perspective

Juliana Villegas, Ruben Guevara, Juan Esteban Escalante

Acknowledging that brands age over time, this paper aims to investigate the exogenous and endogenous factors that influence this phenomenon.

“They said we ruined the character and our religion”: authenticity and legitimation of hijab cosplay

Hounaida El Jurdi, Mona Moufahim, Ofer Dekel

This research is positioned at the intersection of youth subculture consumption and religious affiliation, through the study of observant Muslim women involved in the highly…

Brand bullying: from stressing to expressing

S. Umit Kucuk, Samil A. Aledin

This study aims to investigate a neglected phenomenon, conceptualized as “brand-bullying.” The study aims at defining the brand bullying phenomena with adolescents who are…

Self-presentation and gender on social media: an exploration of the expression of “authentic selves”

Klaudia Kondakciu, Melissa Souto, Linda Tuncay Zayer

In response to calls for more research on gender(s) in digital contexts, this paper aims to ask, how do individuals engage in self-presentation of their gender identities on…

Experiential design on cause-related marketing: lessons from the fill-the-bottle challenge

Claire Roederer, Marc Filser

Based on a “Fill-the-Bottle” (FTB) challenge, this research explores how experiential design can help cause-related marketing. This study aims to show that experiences designed as…

Consumers’ perception on artificial intelligence applications in marketing communication

Huan Chen, Slyvia Chan-Olmsted, Julia Kim, Irene Mayor Sanabria

This study aims to examine consumers’ perception of artificial intelligence (AI) and AI marketing communication.

Thematic analysis without paradox: sensemaking and context

Wilson Ozuem, Michelle Willis, Kerry Howell

In this paper, the authors underpin thematic analysis with a philosophical and methodological dimension and present a nuanced perspective on the application of thematic analysis…