Purpose – The purpose of this paper is to explore the theoretical mechanisms that underlie the negative effects of low customer density on shoppers' emotions and behavioural responses in retail settings. Design/methodology/approach – This study uses three different qualitative techniques to...

Purpose – The purpose of this paper is to provide a contribution to advancing knowledge on the more recent phenomenon of social brand community. Design/methodology/approach – The paper is based on an extensive interdisciplinary literature review in areas such as sociology, management, and...

Purpose – In this editorial introduction to the special issue, the authors lay out the problem of inadequate qualitative research about markets and consumers in the vast demographic‐economic space represented by Asia and present an integrative view of six articles that tackle this...

Purpose – The purpose of this paper is to investigate the engagement of Australian consumers when buying and drinking Champagne. Design/methodology/approach – The paper identified seven variables a priori that were expected to influence consumers' decisions and then used exploratory...

Purpose – The purpose of this paper is to investigate the influence of inputs from consumers' past experiences of a company on their current image‐construction processes, in the context of non‐food retailing. Design/methodology/approach – Research data were collected by a multi‐method...

Purpose – The purpose of this paper is to better understand the experiences of women who were engaged in a competitive retail shopping event. Design/methodology/approach – This study employed the discovery‐oriented grounded theory approach, in order to interpret field data from...

Purpose – The purpose of this paper is to investigate young female consumers' motivations and perceptions of their alcohol consumption in the context of the changing drinking culture among women. Design/methodology/approach – All the data were collected on a university campus in Poland. The...

Purpose – The purpose of this paper is to understand the relationships Generation Y females have with fashion brands online. Specifically, it examines the role of the internet and social networks in these relationships. Design/methodology/approach – Narrative interviews were employed to...

There has been considerable discussion in recent years over the application of interpretive methodologies such as phenomenology, hermeneutics, and semiotics within the field of marketing research, particularly consumer behaviour. However, while these approaches have inspired a wealth of...