Purpose: The purpose of this paper is to understand the ritual, roles and symbolic meanings of family grilling consumption experiences in northeast Mexico. Design/methodology/approach: This study adopted a phenomenological approach and conducted 73 in-depth interviews and in situ observations...

Purpose: This paper aims to explore the motivations of digital moms to develop relationships with brands in the online environment. Design/methodology/approach: Following a qualitative, interpretative approach, this paper uses several data collection methods such as netnography, focus groups...