Background While failure in social marketing practice represents an emerging research
agenda, the discipline has not yet considered this concept systematically or cohesively. This …

In this manifesto, we explore how queer theory can contribute to expanding what we
consider legitimate knowledge within marketing research. Previous scholars in marketing …

The concept of value co-creation (VCC) is central to service-dominant logic (SDL) and forms
its second axiom, namely that “Value is cocreated by multiple actors, always including the …

This research aims to understand better the local consumer behaviour towards global fast-
food brands in the context of the Pakistani environment, incorporating different theories, for …

This chapter synthesizes existing knowledge on service failure and complaint management.
Building on a recovery journey perspective, it discusses how different organizational …

This research investigates how heroic failure narratives displayed by a social media
influencer are received and signified by online audiences. Based on a netnography, we …

The acquisition of Twitter by Elon Musk was welcomed with an even mix of horror and
excitement. His erratic ownership has been characterised by the sacking of roughly 80% of …

Purpose To address complex societal challenges, particularly in the context of climate
change, there is a growing interest in employing interdisciplinary ethnographic research …

Once upon a time, failure was believed to be a very bad thing. It is now seen as a means of
living happily ever after. For some fail-fans, it is a magic kingdom called Acadreamia, where …

Following earlier ethnographic research on experiential immersion in nature that probe
consumer responses to the poignant risks and tensions of the nature harmony paradox …