Hearing muted voices: the crystallization approach to critical and reflexive child-centric consumer research

2015 ◽  
Vol 16 (3) ◽  
pp. 281-300 ◽  
Author(s):  
Kevina Cody
Keyword(s):  
Consumer Research ◽  
Research Approach ◽  
Consumer Society ◽  
Social Worlds ◽  
Research Project ◽  
Content Type ◽  
The World ◽  
Young Consumers ◽  
Shopping Trips ◽  
Depth Interviews

Purpose – This paper aims to offer both a practical and reflective stance on a longitudinal multi-method interpretive consumer research project carried out with tween girls. Design/methodology/approach – This multi-layered approach to data collection, involving qualitative diaries, accompanied shopping trips, e-collages and in-depth interviews, addresses the need, as articulated by Morrow and Richards (1996, p. 96) to “move away from the narrow focus of socialization and child development” toward a research approach that prioritizes children’s own experiences of their lives as children, thereby reconsidering the richness of children’s voices. Findings – In line with those whose work seeks to privilege children’s knowledge of the world they inhabit while also emphasizing the need, as in the case of adult “doing” to place that existence within its broader social context (Russell and Tyler, 2005, p. 227), diaries, in-depth interviews, shopping trips, e-collages and researcher diaries were used to access the world of these social neophytes as they mediate their social worlds through the ever pervasive prism of consumer culture. The light and shade of their worlds cannot be captured by adult-oriented perspectives on research which assume that young consumers are incompetent, worthy of debate merely to ascertain levelness of agency or of interest merely to quantify degrees of participation in and comprehension of the semiotic markers of our consumer society. Research limitations/implications – Only female consumers were involved in this study which underlines the need to engage with both genders when it comes to researching young consumers. Practical implications – This paper offers a tangible contribution to the movement of research toward understanding young consumers’ worlds through engagement with multi-layered discourses and representations. Originality/value – This multi-layered, multi-method research project acknowledges the enthralling complexity of these young consumers’ social worlds, giving a richness and immediacy to their accounts of the compelling intimacy between young adolescent identity and the marketplace.

Beekeeping as a family artisan entrepreneurship business

2019 ◽  
Vol 25 (4) ◽  
pp. 717-730 ◽  
Author(s):  
Veland Ramadani ◽  
Robert D. Hisrich ◽  
Leo-Paul Dana ◽  
Ramo Palalic ◽  
Laxman Panthi
Keyword(s):  
Family Business ◽  
Transition Economy ◽  
Rural Families ◽  
Research Approach ◽  
Full Time ◽  
Western Balkans ◽  
Content Type ◽  
Face To Face ◽  
Part Time ◽  
Depth Interviews

Purpose Throughout Macedonia, beekeeping is becoming popular regardless of ethnicity. Studying ethnicity, the purpose of this paper is to determine what beekeepers in Macedonia thought in their own words about their beekeeping entrepreneurship. The objective is to identify whether motivations of ethnic Albanian beekeepers in Macedonia were the same or different compared to those of ethnic Macedonians in the same country, and if different, how. Design/methodology/approach To accomplish this objective, in-depth interviews were conducted with 40 beekeepers in Macedonia. A total of 29 interviews were conducted face-to-face and the other 11 by phone. The first set of interviews took place between December 2016 and February 2017, followed by more interviews in June 2017. In total, 27 respondents said they were ethnic Albanians, and 13 identified themselves as ethnic Macedonians. Also, ten respondents were women. While eight were full-time beekeepers, 32 were part-time beekeepers. Findings The results indicated that beekeeping businesses play a significant role in the transition economy of Macedonia. Beekeeping provides additional earnings that support rural families and keeps them financially stable. The majority of both Albanians and Macedonians understood that beekeeping on a part-time job basis provided a needed supplement to their income. Some part-time beekeepers are also working as auto-mechanics, locksmiths, medical doctors, restaurant/cafeteria owners, and tailors. A few in the sample were retired from their jobs or full-time beekeepers. An important difference between ethnic Albanian beekeepers and ethnic Macedonians in Macedonia is that the majority of ethnic Albanian participants see beekeeping as following in “my father’s footsteps”, while most Macedonians were motivated by the perceived opportunity of having a good business. Research limitations/implications Limitations of the research are twofold. First, financial data of family beekeeping are not available, which would be useful in determining the contribution made to economic development. It is common, especially in transition economies such as the western Balkans, that financial results are very sensitive to their owners. Second, unavailable databases for beekeepers make any quantitative approach difficult, if not impossible, resulting in most research using the qualitative research approach. Originality/value This paper is one of the first to treat beekeeping as a form of artisan entrepreneurship, which also contributes to the understanding of family business. As in other countries, the important and operation of the family business among family members in Macedonia is passed from generation to generation. The results of this research revealed the value of networking, which was found to be very important to income. For beekeepers to develop, grow, and be branded in the community, networking is an important ingredient.

Accreditation and ranking of higher education institutions (HEIs): review, observations and recommendations for the Indian higher education system

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jerald Ozee Fernandes ◽  
Balgopal Singh
Keyword(s):  
Higher Education ◽  
Education System ◽  
Higher Education Institutions ◽  
Research Approach ◽  
Academic Quality ◽  
Content Type ◽  
Global Ranking ◽  
Higher Education System ◽  
The World ◽  
Indian Higher Education

PurposeThe higher education system has been entrusted globally to provide quality education, especially to the youth, and equip them with required skills and capabilities. The visionaries and policymakers of the countries around the world have been working relentlessly to improve the standard of the higher education system by establishing national and global accreditation and ranking bodies and expecting measuring performance through setting up accreditation and ranking parameters. This paper focuses on the review of Indian university accreditation and ranking system and determining its efficacy in improving academic quality for achieving good position in global quality accreditation and ranking.Design/methodology/approachThe study employed exploratory research approach to know about the accreditation and ranking issues of Indian higher education institutions to overcome the challenges for being globally competitive. The accreditation and ranking parameters and score of leading Indian universities was collected from secondary data sources. Similarly, the global ranking parameters and scores of these Indian universities with top global universities was explored. The performance gaps of Indian university in global academic quality parameter is assessed by comparing it with scores of global top universities. Further, each domestic and global accreditation and ranking parameters have been taken up for discussion.FindingsThe study identified teaching and learning, research and industry collaboration as common parameter in the accreditation and ranking by Indian and global accreditation and ranking body. Furthermore, the study revealed that Indian accreditation and ranking body assess leniently on parameters and award high scores as compared to rigorous global accreditation and ranking practice. The study revealed that “research” and “citations” are important parameters for securing prestigious position in global ranking, this is the reason Indian universities are trailing. The study exposed that Indian academic fraternity lack prominence in research, publication and citations as per need of global accreditation and ranking standards.Research limitations/implicationsThe limitation of this study is that it focused only on few Indian and global accreditation and ranking bodies. The future implication of this study will be the use of methodology designed in this study for comparing accreditation and ranking bodies’ parameters of different continents and countries in different economic development stages i.e. emerging and developed economies to know the disparity and shortcomings in their higher education system.Practical implicationsThe article is a review and comparison of national and global accreditation and ranking parameters. The article explored the important criteria and key indicators of accreditation and ranking that would provide an important and meaningful insight to academic institutions of the emerging economies of the world to develop its competitiveness. The study contributed to the literature on identifying benchmark for improving academic and higher education institution quality. This study would be further helpful in fostering new ideas toward setting up of contemporary globally viable and acceptable academic quality standard.Originality/valueThis is possibly the first study conducted with novel methodology of comparing the Indian and global accreditation and ranking parameters to identify the academic quality performance gap and suggesting ways to attain academic benchmark through continuous improvement activity and process for global competitiveness.

Understanding the luxury purchase intentions of young consumers: a qualitative analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Purva Sharma ◽  
Sudeepta Pradhan ◽  
Ankur Srivastava
Keyword(s):  
Purchase Intention ◽  
Emerging Market ◽  
Economic Value ◽  
Purchase Behavior ◽  
Luxury Brands ◽  
Content Type ◽  
Social And Emotional ◽  
Young Consumers ◽  
Indian Consumer ◽  
Depth Interviews

PurposeThe study intends to investigate the key purchase drivers of luxury brands in India. Given that a major segment of this target audience is the young consumers, the study focuses on determining these antecedents of luxury purchase from a young Indian consumer lens.Design/methodology/approachThe study uses an interpretive research position, employing qualitative techniques in the form of in-depth interviews. In total, 62 respondents were interviewed, and later the transcribed interviews were analyzed using content analysis.FindingsThe study identifies the three main value dimensions that contribute to the final purchase decision: functional, social and emotional. The study also highlights the importance of Internet and web for luxury brands and how young Indian consumer consumes luxury online.Originality/valueResearch on luxury brands is still at a nascent stage. Though variables such as economic value, brand origin, social identity, prestige, self-congruity and so on have been examined in the context of luxury brands in prior studies. However, these studies are restricted because either they were product-specific or actual users of luxury brands were not approached as the sample. Most importantly none of these studies reflect the purchase behavior of young consumers in an emerging market, especially India. Given the growth of luxury brands in India, it would be worthwhile to investigate the factors influencing the customer purchase intention of luxury brands in emerging markets.

Accepting or rejecting the label: how gay employees cope with harassment at work

2019 ◽  
Vol 34 (8) ◽  
pp. 644-664
Author(s):  
Dilusha Madushanka Liyanage ◽  
Arosha Adikaram
Keyword(s):  
Coping Strategies ◽  
Organizational Support ◽  
Design Methodology ◽  
Social Withdrawal ◽  
Labeling Theory ◽  
Research Approach ◽  
Content Type ◽  
The Face ◽  
Support Seeking ◽  
Depth Interviews

Purpose The purpose of this paper is to understand how gay employees, as labeled deviants, cope with heterosexist harassment at work in an Asian culture of hegemonic heterosexual masculinity, using the modified labeling theory. Design/methodology/approach Using qualitative research approach, in-depth interviews were carried out with 16 self-identified gay employees. Findings Results revealed how the coping strategies of gay employees, in the face of harassment, are entwined with the labeling and stigma leading to diverse and complex coping strategies. Several broader coping strategies were thus identified based on whether the participants accepted the label of deviance and stigma and whether they were open about their sexuality. These broader coping strategies are support seeking, confrontation, inaction, quitting and, stigma and labeling avoidance strategies. Under these broader strategies, there were also sub strategies such as seeking social support, organizational support, legal support the support of the wise, as well as secrecy and social withdrawal. Originality/value These findings will advance the knowledge in coping strategies of heterosexist harassments at work as well as knowledge in harassment of gay employees, in hegemonic heterosexual cultures.

College-aged young consumers’ interpretation of Twitter and marketing information on Twitter

2015 ◽  
Vol 16 (2) ◽  
pp. 208-221 ◽  
Author(s):  
Huan Chen
Keyword(s):  
Theoretical Perspective ◽  
Current Data ◽  
Research Gaps ◽  
Content Type ◽  
Research Orientation ◽  
Young Consumers ◽  
Media Platform ◽  
Marketing Information ◽  
Depth Interviews ◽  
Single Focus

Purpose – The purpose of this paper is to investigate young consumers’ perceptions toward Twitter and marketing information on Twitter. Design/methodology/approach – The theoretical perspective guiding the study is interpretative phenomenology analysis, and the essay assignment and in-depth interviews were used to collect data. Findings – Five themes emerged from the current data regarding the participants’ perception of Twitter: trendy and cool; adoption, incubation and action; dependence on smartphone; entertainment and fun; and low involvement and high frequency; and three themes emerged toward their interpretation of marketing information on Twitter: randomness, awareness builder and relevance and fun. Originality/value – The previous research on the topic of Twitter and marketing is rather sporadic, lacking both breadth and depth. Specifically, two research gaps can be identified from the literature: first, companies and organizations’ strategic use of Twitter is the single focus of the previous research, and second, the dominate research orientation of the previous research has been quantitative, with a positivistic paradigm. The current study is designed to fill the above two research gaps by exploring young consumers’ interpretation of Twitter and marketing information on this particular social media platform from the perspective of consumers.

Multi-brand loyalty: when one brand is not enough

2014 ◽  
Vol 17 (4) ◽  
pp. 464-480 ◽  
Author(s):  
Reto Felix
Keyword(s):  
Thematic Analysis ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Point Of View ◽  
Research Approach ◽  
Content Type ◽  
Family Tradition ◽  
Managerial Implications ◽  
Depth Interviews ◽  
Over Time

Purpose – The purpose of this research is to provide a deeper, constructivist account of multi-brand loyalty. Previous literature has acknowledged the existence of multi-brand loyalty, but described it from a narrow, rational and primarily utilitarian point of view. Design/methodology/approach – The study is based on open-ended, depth interviews. Data were labeled, coded and classified into different topics, and thematic analysis was used to identify three dominant themes. Findings – Multi-brand loyalty emerged in three forms: biased, specialized and perfect substitutes. These relationships may undergo dynamic transformations over time. Further, family tradition and perceived freedom were identified as two important motivations for consumers to be loyal to more than one brand. The managerial implications address suggestions on how companies can avoid that consumers become loyal to several brands instead of maintaining single-brand loyalty. Originality/value – The study is the first to address multi-brand loyalty based on a qualitative research approach and provides preliminary insights into occurrences and motivations related to the construct.

Developing a marketing framework for the bottom of the pyramid consumers

2020 ◽  
Vol 17 (3) ◽  
pp. 455-471
Author(s):  
Mahima Mathur ◽  
Ritu Mehta ◽  
Sanjeev Swami
Keyword(s):  
Qualitative Research ◽  
Design Methodology ◽  
Research Approach ◽  
Bottom Of The Pyramid ◽  
Senior Managers ◽  
Content Type ◽  
Successful Business ◽  
Bop Markets ◽  
Depth Interviews ◽  
Practical Implications

PurposeThis paper develops a comprehensive marketing framework that firms could use as a foundation for developing a successful business model that ensures sustainability in BOP markets.Design/methodology/approachThe study employs a qualitative research approach based on semi-structured in-depth interviews with founders or senior managers of Indian firms who have been successfully operating in the Indian BOP market. The data is then systematically coded and categorized with the help of software to get better insights.FindingsThe findings of the paper indicate that although the traditional 4As of marketing are important, they do not explain the success of firms adequately. Based on the findings of the interviews, we propose an 8A model that comprises the original 4As along with adaptability, assistance, action innovation and accelerating scale.Practical implicationsThe proposed 8A framework would be useful for domestic and multi-national firms aiming to make a foray into the Indian BOP market.Originality/valueThe paper contributes to the literature on the BOP market by identifying the factors important for succeeding in the BOP market. It builds on the 4A model to propose 8As marketing framework in the context of BOP markets.

Strengths, weaknesses and challenges of municipalities in North Cyprus aspiring to be a sustainable Cittaslow tourism destination

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ecem Ince ◽  
Ali Ozturen
Keyword(s):  
Local Level ◽  
Local Economy ◽  
Research Approach ◽  
Content Type ◽  
Sustainable Tourism Development ◽  
Mass Tourism ◽  
North Cyprus ◽  
Tourism Destinations ◽  
Depth Interviews

Purpose Local government has a significant role to play in securing sustainable destination development. This paper aims to identify the strengths, weaknesses and challenges of municipalities in North Cyprus as they aspire to become sustainable Cittaslow tourism destinations. Design/methodology/approach A qualitative research approach was used to observe the perceptions of municipalities as they transition to become sustainable Cittaslow tourism destinations. The data have been obtained through in-depth interviews with the mayors of the municipalities that are members of the international Cittaslow network. Findings The results of the study show how alternative forms of tourism could help to improve the local economy. Also, the reasons for challenges and weaknesses are explained by the limited economic conditions of countries, high demand for mass tourism and lack of awareness about the importance of being a Cittaslow member. Practical implications This study reflects on the critical points in relation to the destination’s management at the local level. It also provides empirical indicators for achieving sustainable tourism development in North Cyprus. Originality/value This study contributes to the tourism literature by addressing municipalities' roles in the sustainability of tourism destinations in developing countries, more specifically in North Cyprus. A review of the literature reveals that there are very few prior studies of the role of municipalities in sustainable Cittaslow tourism.

Consumers’ perception on artificial intelligence applications in marketing communication

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Huan Chen ◽  
Slyvia Chan-Olmsted ◽  
Julia Kim ◽  
Irene Mayor Sanabria
Keyword(s):  
Artificial Intelligence ◽  
Design Methodology ◽  
Phenomenological Reduction ◽  
Marketing Communication ◽  
Human Beings ◽  
Research Project ◽  
Content Type ◽  
Depth Interviews ◽  
Analyze Data

Purpose This study aims to examine consumers’ perception of artificial intelligence (AI) and AI marketing communication. Design/methodology/approach Twenty in-depth interviews were conducted to collect data and phenomenological reduction was used to analyze data. Findings Findings suggest that consumers’ interpretation of AI is multidimensional and relational with a focus on functionality and emotion, as well as comparison and contrast between AI and human beings; consumers’ perception of voice-assisted AI centers on the aspects of function, communication, adaptation, relationship and privacy; consumers consider AI marketing communication to be unavoidable and generally acceptable; and consumers believe that AI marketing communication to be limited in its effect on influencing their evaluation of products/brands or shaping their consumptive behaviors. Originality/value According to the authors' knowledge, this study is the first research project to gauge consumers' perception on AI and AI marketing communication.

scholarly journals Advancing the entrepreneurial orientation construct: the role of passion and perseverance

2016 ◽  
Vol 26 (4) ◽  
pp. 446-471 ◽  
Author(s):  
Stephan Gerschewski ◽  
Valerie J. Lindsay ◽  
Elizabeth Rose
Keyword(s):  
Risk Taking ◽  
Entrepreneurial Orientation ◽  
Empirical Support ◽  
Research Approach ◽  
Born Global ◽  
Born Globals ◽  
Content Type ◽  
Depth Interviews ◽  
Born Global Firms

Purpose The purpose of this paper is to examine how entrepreneurial orientation (EO) is manifested in the context of born global firms. Specifically, the authors investigate the extent to which the EO dimensions of the influential Miller/Covin & Slevin scale are demonstrated in born globals. In addition, following calls in the literature, some as-yet unrecognised dimensions of EO in born globals are examined. Design/methodology/approach The authors use a qualitative research approach by conducting semi-structured, in-depth interviews with eight born global firms from New Zealand and Australia. Findings The authors find that the EO dimensions of proactiveness and innovativeness are strongly prevalent in these firms. In contrast to the extant literature, the results also indicate that these born global firms generally display a relatively low level of risk-taking. The authors find strong empirical support for two additional emerging dimensions of EO: passion and perseverance. Originality/value The study provides two key contributions to the area of international entrepreneurship by investigating how EO is prevalent in the context of born globals and by proposing the new dimensions of passion and perseverance.

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