Because marketing channel research is predominantly conducted in the Western world, marketing channel theories and practices may not be generalizable to Chinese markets. Despite the rapid growth of Chinese economies and their increasing importance to the global economy, our understanding of...

Conceptual blending occurs at the moment of perception and creates new meanings out of existing ways of thinking. Analysis of data collected in phenomenological interviews reveals the blending processes consumers use to "make sense" of advertisements. We recognize subtle similarities and...

While most brands belong to individual enterprises, some brands are collective and based in a single territory. This paper, based on qualitative research, examines the characteristics of these territorial brands using the case study of the wines of Champagne in France. Employing a series of...

Sharing is a phenomenon as old as humankind, while collaborative consumption and the “sharing economy” are phenomena born of the Internet age. This paper compares sharing and collaborative consumption and finds that both are growing in popularity today. Examples are given and an assessment...

Using qualitative research methods this article explores the relationship between the point-of-purchase brand rhetoric and the consumers' reading of the poetry of packaging. The findings emphasize the myth-making function of commercial storytelling, identify the consumer as co-creator of...