Qualitative Market Research: Volume 18 Issue 2

Consumer values of corporate and celebrity brand associations

Jasmina Ilicic, Cynthia M. Webster

– This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement.

Why environmentally conscious consumers do not purchase green products: A cognitive mapping approach

Camilla Barbarossa, Alberto Pastore

This paper aims to address the green purchasing gap by: exploring environmentally conscious consumers’ mental representation of the barriers responsible for the green purchasing…

Reference group influence in consumer role rehearsal narratives

Heather Marie Schulz

This paper aims to analyse reference group influence through the imagined audience construct of the role theory. Prior research has shown the influential nature of reference…

Not just what they want, but why they want it: Traditional market research to deep customer insights

Rebecca Anne Price, Cara Wrigley, Karla Straker

This paper aims to explore advantages and disadvantages of both traditional market research (TMR) and deep customer insight (DCI) methods to lay the platform for revealing how a…

Editorial

Andrew Lindridge