This paper uses the metaphor of the movie classic the Wizard of Oz to represent the online experiences of young adults. Just like the twister that turns Dorothy’s world upside, down the Internet has arrived to transform our black and white lives into the Technicolor hyper‐reality of the Land...

This paper examines the literature concerning consumers’ purchasing on the Internet and reports on a project that contained qualitative findings with the help of quantitative data to uncover consumer purchase orientations for financial services. The findings showed support for the literature...

This paper seeks to challenge the tendency to represent gender as a unitary theoretical construct; and would argue for a more differentiated view of how the psychological aspects of gender influence the consumption of advertising. We use a small‐scale exploratory study to examine the potential...

This paper reports on young adults’ expectations and perceptions of online retail banking information. A combination of qualitative and quantitative research was used. Focus groups proved valuable in eliciting criteria grounded in the experience of users of bank Web sites. The subsequent...

The role of channels and their management in the eBusiness era is becoming increasingly important to customer relationship management. Traditional use of the application portfolio approach has been concerned with providing an appropriate basis for making investment decisions about IT...

Purpose – This paper makes the case for the use of real diaries as an alternative methodology in marketing research. It is argued that Qualitative Diary Research (QDR) in marketing and consumer research is an innovative way to capture rich insights into processes, relationships, settings,...

Purpose – To review the history of “green marketing” since the early 1990s and to provide a critique of both theory and practice in order to understand how the marketing discipline may yet contribute to progress towards greater sustainability. Design/methodology/approach – The paper...

Purpose – To propose a model for ethical behaviour based on product, production and marketing methods, and to make use of qualitative data relating to a specific product in order to test its validity. This model is termed the Ethical Cube. Design/methodology/approach – The model was...

Purpose – The purpose is to examine the behaviors of consumers engaged in fan activity and determine if there are attitudinal and behavioral characteristics common across the differing fan subcultures. Design/methodology/approach – The characteristics affecting fan behavior are examined...

Purpose – Discussions of symbolic meaning tend to focus on consumer goods and as a result there is relatively little consideration given to the meanings associated with less tangible receptacles such as locations. The purpose of this paper is to explore the symbolic meaning resident in a...