Purpose – This paper seeks to examine the antecedents of online shopper excitement, its consequences for behavioural intentions as expressed by intent to return, and positive word‐of‐mouth communication. Design/methodology/approach – A conceptual model is developed based on the...

Explores the importance of effective labeling in marketing concerning the abilities and motivations of consumers to understand and make decisions by using the information made available to them on the labels of the products which they purchase. Reports on focus group studies where the...

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...

Purpose – The purpose of this paper is to examine multiple channels in retail banking and demonstrate how qualitative market research investigations can inform strategic decision making. Research into customer acquisition and retention has only recently begun to consider them as part of a...

Focuses on the pre‐testing of a global press advertising campaign for Seagram’s Chivas Regal whisky and contrasts the contributions of qualitative and quantitative applications. Examines how an informed decision could be made on the most appropriate research approach ‐ in particular the...

This paper reports on research into the Greek drinks market with the comparison of the marketing strategies of a sample of indigenous Greek and foreign companies, the latter with subsidiaries operating in Greece. The methodology employed was a qualitative one reflected in the design of the...