Purpose – The purpose of the paper is to expand existing qualitative parameters in current marketing research discourse by integrating Barthesian theory into the study of subcultural marketplaces. Design/methodology/approach – While essentially conceptual in nature, this paper adopts a...

Purpose – The purpose of this paper is to introduce the contents of the special issue and to clarify and extend conceptual and managerial debates concerning interpretive consumer research (ICR). Design/methodology/approach – A discursive approach is adopted. The arguments are supported by...

Purpose – The purpose of this paper is to highlight the importance and utility of introspective accounts to ethnography when it deals with consumption experiences. Design/methodology/approach – The paper reviews the changes in the way “reflexive consumers” write introspective narratives...

Purpose – The aim of the paper is to discuss a possible extension of narrative analysis to a new medium of expression of consumer behaviour, specifically YouTube. Design/methodology/approach – Marketing and consumer behaviour studies often apply narrative analysis to understand consumption....

Purpose – In community research, there is a large gap between theoretical developments and empirical proves. Especially, in micro‐macro contexts, where the interaction between micro‐ (the community member) and macro‐(the community) level variables have significant effects, no...

Purpose – The purpose of this paper is to investigate the benefits of tasting as a projective technique (PT) in explicating consumers' thoughts and feelings towards food and beverage products. Design/methodology/approach – In total, ten focus groups were conducted with 35 consumers, 14 wine...

Purpose – The aim of this article is to consolidate the theory relating to longitudinal attitude surveys, and supplement it with knowledge gained from the execution of an annual attitude survey of consumers. Design/methodology/approach – First, the article presents a distillation of current...

Purpose – The purpose of this paper is to understand better the number of people consuming alcohol, the types of beverages chosen and the amount of alcohol consumed. Design/methodology/approach – Actual alcohol consumption collected using the covert observation method is compared with...

Purpose – The purpose of this paper is to investigate consumers' motivation to accumulate obsolete items and their reluctance to dispose of material possessions. Design/methodology/approach – The role of attachment to material possession in the construction of consumer identity provides a...