European Journal of Marketing: Volume 54 Issue 11

Guest editorial

Anne Marie Doherty, Finola Kerrigan, Russell W. Belk

Elucidating ethnographic expressions: Progressing ethnographic poetics of vulnerability

Hilary Downey

Narrative accounts of subjective consumer experience are, in one form or another, an essential of qualitative market research. Ethnographic research and ethnographic poetry have…

Psycho-emotional disability in the marketplace

Leighanne Higgins

Through adoption of the psycho-emotional model of disability, this study aims to offer consumer research insight into how the marketplace internally oppresses and…

Researching on the edge: emancipatory praxis for social justice

Martina Hutton, Teresa Heath

This paper aims to provoke a conversation in marketing scholarship about the overlooked political nature of doing research, particularly for those who research issues of social…

Woke-washing: “intersectional” femvertising and branding “woke” bravery

Francesca Sobande

This paper aims to explore how and why ideas regarding “intersectional” approaches to feminism and Black activism are drawn on in marketing content related to the concept of being…

Visual mapping of identity: negotiating ethnic identity

Ofer Dekel-Dachs, Emily Moorlock

This paper aims to offer a novel participatory visual research method, the mapping of identity (MOI) protocol that embraces the complex nature of contemporary consumers’ lived…

Visual literacy in consumption: consumers, brand aesthetics and the curated self

Leonie Lynch, Maurice Patterson, Caoilfhionn Ní Bheacháin

This paper aims to consider the visual literacy mobilized by consumers in their use of brand aesthetics to construct and communicate a curated self.

“From caged birds to women with wings”: A perspective on consumption practices of new middle-class Indian women

Shenaz Rangwala, Chanaka Jayawardhena, Gunjan Saxena

This study aims to explore consumption practices of new middle-class Indian women to explicate how they are challenging traditional social norms and redefining their identity…

Close knit: using consumption communities to overcome loneliness

Máire O Sullivan, Brendan Richardson

This paper aims to highlight the role of consumption communities as a self-help support group to ameliorate loneliness. The authors suggest that the self-help element of…

Army wives’ consumer vulnerability and communities of coping

Helen L. Bruce, Emma Banister

The spouses or partners of serving members of the UK Armed Forces are often subject to similar constraints to those of enlisted personnel. This paper aims to examine the…

Sustainable fashion: current and future research directions

Amira Mukendi, Iain Davies, Sarah Glozer, Pierre McDonagh

The sustainable fashion (SF) literature is fragmented across the management discipline, leaving the path to a SF future unclear. As of yet, there has not been an attempt to bring…

Seeking sustainable futures in marketing and consumer research

Iain Davies, Caroline J. Oates, Caroline Tynan, Marylyn Carrigan, Katherine Casey, Teresa Heath, Claudia E. Henninger, Maria Lichrou, Pierre McDonagh, Seonaidh McDonald, Sally McKechnie, Fraser McLeay, Lisa O'Malley, Victoria Wells

Seeking ways towards a sustainable future is the most dominant socio-political challenge of our time. Marketing should have a crucial role to play in leading research and impact…