Purpose – The purpose of this paper is to explore cultural sources of variation on consumers’ expectations and evaluations of service quality within local emerging markets. Design/methodology/approach – The authors employ a multi-method approach. The multi-method research design utilizes:...

Purpose Interpretive consumer researchers frequently devote months, if not years, to writing a new paper. Despite their best efforts, the vast majority of these papers are rejected by top academic journals. This paper aims to explain some of the key reasons that scholarly articles are rejected...

Why and how do marginalized consumers mobilize to seek greater inclusion in and more choice from mainstream markets? We develop answers to these questions drawing on institutional theory and a qualitative investigation of Fatshionistas, plus-sized consumers who want more options from mainstream...