Purpose – Using brand netnography (analyzing consumers' first‐person on‐line stories that include discussions of their product and brand use), this article aims to probe how visitors interpret the places, people, and situations that they experience while traveling in Japan....

Purpose – This paper aims to advance theory‐building in the area of food consumption research, by exploring how consumers experience chocolate consumption in different contexts and by viewing these inductive findings in the light of the relevant existing body of knowledge....

Purpose – In the literature, there is a lack of tools able to catch the symbolic dimension of the brand image, which go beyond rational and emotional dimensions. This paper aims to find and test a new instrument, named “Multi‐Sensory Sort” (MuSeS). Design/methodology/approach – MuSeS,...

Purpose – The purpose of this paper is to propose a model for the behaviors of consumers engaged in fan activity and test to see if that model simulates the movement of consumers among the proposed levels of fan behaviors. Design/methodology/approach – Support for the proposed model is...

Purpose – The purpose of this paper is to analyze the holistic perception of the customer vis‐a‐vis the creation of an ideal store by using the projective technique of collage. In particular, it discusses the role of the factor of atmosphere which a distributor must privilege to satisfy...

Purpose – The purpose of this paper is to focus on college students, users of online social networks, as main sources of information that helps advertisers understand the ways in which advertisements are perceived online. Design/methodology/approach – Results were reached through qualitative...

Purpose – The purpose of this paper is to utilise projective techniques as a method to capture and understand consumer reactions to celebrity‐endorsed perfumes. The paper illustrates how projective techniques can aid practitioners in their selection of celebrity endorsers....

Purpose – The purpose of this paper is to explore the use of qualitative approaches to add depth and insight to understanding concerning the issues involved when consumers try to make changes in their behaviour. The context of this study is people trying to make and sustain changes to their...

Purpose – The purpose of this paper is to contribute to the understanding of disagreement between companies and consumers with respect to misleading information and to make suggestions as to how the conflict might be resolved. Design/methodology/approach – Based on qualitative research...

Purpose – The purpose of this paper is to present and discuss the Transformation Model Living with Less, for possible use in consumer behavior research and marketing research. Design/methodology/approach – The model resulted from the phenomenological field research which was conducted among...