European Journal of Marketing: Volume 34 Issue 7

The contextual stance in consumer research

Gordon R. Foxall

The nature of interpretive consumer research is examined within the context of the contribution to the growth of knowledge played by the proliferation of tenaciously‐held rival…

Why divide consumer and organizational buyer behaviour?

Dominic F. Wilson

The implicit distinction in the buyer behaviour literature between the contexts of consumer markets and organizational markets has lead to a bifurcated approach to the development…

Relationship marketing in consumer markets – Rhetoric or reality?

Lisa O’Malley, Caroline Tynan

Relationship marketing (RM) was conceived as an approach to industrial and service markets, and was considered inappropriate in other marketing contexts. Recently, however, the…

Repertory grid technique – An interpretive research framework

David Marsden, Dale Littler

Examines some of the underlying assumptions, research objectives and practical applications of the repertory grid technique (RGT) in consumer research. It explains why the use and…

The commodification of the past, postmodern pastiche, and the search for authentic experiences at contemporary heritage attractions

Christina Goulding

Aims to explore the nature of authenticity as defined and constructed by visitors to sites of heritage. The concept of authenticity is explored through the literature relating to…