... the broader methodological shifts of qualitative research in marketing as it deals with the challenges of increasing digitalization. Design/methodology/approach This study uses a hermeneutic, interpretive approach involving iterative cycling between individual narratives and the broader methodological...

... hermeneutic philosophy and practice, the authors introduce a novel methodological framework situated within three considerations borne of the current socio-cultural landscape: the politics of embodiment, embodied identity and intersectionality. Design/methodology/approach To assist scholars...

.... This study aims to analyse how organic food consumers build a green identity, as well as the new expressions that arise from this identity construction. Design/methodology/approach A hermeneutical approach was adopted to address the narratives of 31 frequent consumers of organic products motivated...

... “potentiality‐for‐being”. Hermeneutic phenomenology is thus a philosophical resource offering appropriate spatio‐temporal images for people responding to media marketing's branded life‐styles. Design/methodology/approach Drawing upon authoritative academic resources, the paper proceeds from philosophical...