“The Warp, Weft and Wherefore of Qualitative Feminist Research in Marketing”

Research output: Chapter or section in a book/report/conference proceedingChapter or section

Abstract

This chapter reviews the feminist landscape and qualitative feminist research in marketing and consumer research. Focusing on 4 key areas: women's representation, the female body, intersectionality and Digital Culture, it reviews the foundations of feminist research, and offers an overview of ontological, epistemological and methodological issues in relation to current qualitative feminist research in these spaces.
Original languageEnglish
Title of host publicationHandbook of Qualitative Research Methods in Marketing
Subtitle of host publicationVolume 2
EditorsCele Otnes, Russ Belk
PublisherEdward Elgar Publishing Ltd
Publication statusUnpublished - 31 Jan 2024

Keywords

  • feminist research
  • qualitative research
  • feminist qualitative research in marketing and consumer behaviour

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