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...

This paper reviews the literature on unplanned purchasing and impulse purchasing in particular. Various definitions and explanations of the phenomena are examined. Because impulse purchasing may often be deemed socially undesirable, it is argued that a qualitative research approach is...

This paper seeks to present a general case for the use of a broadly social constructionist metatheoretical perspective for qualitative research in marketing. The discussion makes reference to a current empirical study into advertising creativity in order to try to draw out particular...

The paper argues the need for an appraisal of the symbolic meaning of the “pub” and derivative managerialist concepts from the perspective of the consumers’ experience. Set against background developments of the “pub”, the paper explores the use of semiotics as a means of examining the...

Research has shown that consumers very often do not use explicit, concrete, rational factors to evaluate products, and thus their motivation to purchase is not always easy to articulate. Traditionally, marketers have used projective techniques in qualitative research groups to overcome this...

Draws upon a study of the ways in which entrepreneurs use trust to mediate customer perceived risk at the start of a venture in order to show how researchers can combine elements of both approaches in an epistemologically consistent way. Specifically, researchers seeking to use an...

Purpose – This paper aims to analyse reference group influence through the imagined audience construct of the role theory. Prior research has shown the influential nature of reference groups on an individuals’ behaviour. The studied theatrical metaphor supplies a new perspective to the...

Purpose – The aim of this paper is to conceptualise the influences of extreme negative emotional response towards luxury brands as expressed in brand hate. Design/methodology/approach – The paper uses examples obtained from a critical incidents approach to interviews with a small sample of...