Purpose – The aim of this study was to investigate the relationship between wine drinkers' product involvement and their engagement with wine quality. It examined particularly how they conceptualise quality, how they evaluate it, and the dimensions of quality they focus on....

Purpose – The purpose of this editorial is to introduce six audio‐visual and written pieces that communicate research findings about contemporary popular culture. Design/methodology/approach – The paper provides a summary overview of the papers in the special issue, highlighting...

Purpose – The purpose of this paper is to examine the role of self‐fulfillment motivation in shaping lifestyles. Gewirth's conceptualization is delineated in which self‐fulfillment occurs when one's deepest aspirations and best capabilities are brought to fruition....

Purpose – The purpose of this paper is to explain how audio‐visual archetypal representations likely to engender emotional identification and consumer‐inquisitiveness by marketing professionals can be constructed. Design/methodology/approach – The paper employs video‐ethnography...