Qualitative Market Research: Volume 21 Issue 3
Strapline:
An International JournalTable of contents
“A feminine brand? Never!” Brands as gender threats for “resistant” masculinities
Isabelle Ulrich, Elisabeth Tissier-DesbordesThe 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 NorthingtonGambling 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 TrikiThis 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 JaskariDrawing 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 MazumdarThis 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. LancendorferThe 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…
ISSN:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Fiona Spotswood