Qualitative Market Research: Volume 25 Issue 3
Strapline:
An International Journal
Subject:
Table of contents
WhatsApp communication service: a controversial tool for luxury brands
Mona Mrad, Maya Farah, Nour MehdiThe purpose of this study is to explore the pros and cons of WhatsApp communication service and its likely effects on consumer behavior and one’s perception of luxury brands.
1221
Bridging the marketing-finance divide: use of customer voice in managerial decision-making
Deepak Saxena, Mairead Brady, Markus Lamest, Martin FellenzThis study aims to provide more insight into how customer voice is captured and used in managerial decision-making at the marketing-finance interface. This study’s focus is on…
2638
Mobilising the walking-with technique to explore mundane consumption practices: practical and theoretical reflections
Connie K.Y. Mak, Ai-Ling Lai, Christiana Tsaousi, Andrea DaviesConsumer studies drawing on interpretative approaches have tended to rely on sedentary interviews, which the authors argue are ill-equipped to capture the embodied, tacit and…
210
ISSN:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Fiona Spotswood