Qualitative Market Research: Volume 20 Issue 3

Exploring local vs global brand associations in an emerging market using BCM technique

İrem Eren-Erdoğmuş, Taşkın Dirsehan

The purpose of this paper is to differentiate local versus global brand associations in an emerging market (Turkey)’s coffee shop market.

You are an embarrassment: A qualitative investigation of brand embarrassment among young adolescents

Juhi Gahlot Sarkar, Abhigyan Sarkar

The purposes of this qualitative study are to investigate brand embarrassment which is a unique social consumption emotion and to identify possible antecedents, consequences and…

Understanding customer participation in online brand communities: Literature review and future research agenda

Shampy Kamboj, Zillur Rahman

The purpose of this paper is to present a systematic review of customer participation research specifically in online brand communities and summarize a number of basic issues as…

Examining the dilution of the consumer-brand relationship on Facebook: the saturation issue

Zahy Ramadan

Brands have been progressively using social networking sites, namely, Facebook, as part of their strategy to engage their consumers and ultimately build long-term relationships…

Multichannel shopping well-being: a narrative-based examination

Patricia Harris

The purpose of this research is to investigate whether and how shopping well-being emerges from multichannel shopping. The multichannel shopper has more choice of where, when and…

Living “light green”: the limits and lived experiences of green motherhood

Jana Nekesa Knibb, Kimberly Taylor

This paper aims to understand the meanings, motivations and practices of green motherhood and, in particular, how green mothers incorporate this lifestyle into their consumption…

Qualitative Marketing Research

Jean M. Pierre