Purpose – The aim of this study was to investigate the relationship between wine drinkers' product involvement and their engagement with wine quality. It examined particularly how they conceptualise quality, how they evaluate it, and the dimensions of quality they focus on....

Purpose – The purpose of this editorial is to introduce six audio‐visual and written pieces that communicate research findings about contemporary popular culture. Design/methodology/approach – The paper provides a summary overview of the papers in the special issue, highlighting...

Purpose – The purpose of this paper is to examine the role of self‐fulfillment motivation in shaping lifestyles. Gewirth's conceptualization is delineated in which self‐fulfillment occurs when one's deepest aspirations and best capabilities are brought to fruition....

Purpose – The purpose of this paper is to explain how audio‐visual archetypal representations likely to engender emotional identification and consumer‐inquisitiveness by marketing professionals can be constructed. Design/methodology/approach – The paper employs video‐ethnography...

Purpose – The purpose of this paper is to investigate the way Hong Kong drinkers have internalised the meanings associated with alcoholic beverages and how these meanings influence the motivation to drink. Also of interest was how symbolic meanings and motivations are similar or different to...

Purpose – The purpose of this paper is to evaluate the ability of a social marketing intervention to provide families with specific nutrition information, stimulate family discussions on the topic of nutrition, and encourage parents to make changes in their child‐feeding practices....

Purpose – The purpose of this paper is to discuss the role of parents and other adults in preventing and facilitating teen binge drinking. Design/methodology/approach – Teens' discussions on internet websites were accessed to examine their opinions of their alcohol‐related interactions...

Purpose There is a growing body of research into the utilisation of social networking sites (SNS) by alcohol marketers, but less research into how young people utilise SNS to create their own meanings of, and interactions with, alcohol. The purpose of this study was to explore young adults’...