Qualitative Market Research: Volume 24 Issue 2

Conceptualizing corporate identity in a dynamic environment

Marwa Tourky, Pantea Foroudi, Suraksha Gupta, Ahmed Shaalan

This study aims to revisits the meaning of corporate identity (CI) in practice to identify its key dimensions and the interrelationships between them and to provide insights on…

From CSR to CSI: Analysing consumers’ hostile responses to branding initiatives in social media-scape

Agostino Vollero, Maria Palazzo, Alfonso Siano, Pantea Foroudi

The purpose of this paper is to analyses consumers’ hostile responses and “creative” re-interpretation of a proactive corporate social responsibility (CSR) brand communication…

Heritage luxury brands: insight into consumer motivations across different age groups

Lama Halwani

Despite growing attention to the heritage dimension of luxury brands, little research has been undertaken on how motivation may influence the consumption behavior of heritage…

Investigating consumer experience in hybrid museums: a netnographic study

Juliette Passebois Ducros, Florence Euzéby

Hybrid structures are emerging in the leisure sector that are neither museums nor amusement parks, but which borrow elements from both. Dedicated to the exploration of a cultural…

The depth of brand engagement funnel: dimensionalizing interaction in social media brand communities

George Rossolatos

This paper aims to contribute to the augmenting literature on consumer brand engagement (CBE) in social media brand communities (SMBCs) by offering the model of the depth of brand…

A consumption timecycle: contextually situated and temporally recurring experiences

Toni Ryynänen, Visa Heinonen

Temporal consumption experiences have been conceptualised as universal, subjective or practice-based experiences. Little research, though, addresses such experiences in…

Heritage destination love

Konstantinos Andriotis, Pantea Foroudi, Reza Marvi

Although love has received considerable attention in the marketing literature, there is limited past research on love in a tourism context. This study aims to overcome past…

Brand loyalty among low-income consumers?

Murilo Carrazedo Costa Filho, Roberto P.Q. Falcao, Paulo Cesar de Mendonça Motta

Low-income consumers (LICs) have gained more attention from marketers after Prahalad and Hart (2004) called attention to untapped opportunities among the world’s poorest. Once…