From outrage at corporations to excitement about innovations, marketplace sentiments are powerful forces in consumer culture that transform markets. This article develops a preliminary theory of marketplace sentiments. Defined as collectively shared emotional dispositions, sentiments can be...

Purpose Interpretive consumer researchers frequently devote months, if not years, to writing a new paper. Despite their best efforts, the vast majority of these papers are rejected by top academic journals. This paper aims to explain some of the key reasons that scholarly articles are rejected...

Purpose – This paper aims to offer junior scholars a front-to-back guide to writing an academic, theoretically positioned, qualitative research article in the social sciences. Design/methodology/approach – The paper draws on formal (published) advice from books and articles as well as...