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

Lorna Stevens

doi:10.4337/9781035302727.00022

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

Research output: Chapter or section in a book/report/conference proceeding › Chapter 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 language	English
Title of host publication	Handbook of Qualitative Research Methods in Marketing
Subtitle of host publication	Volume 2
Editors	Cele Otnes, Russ Belk
Publisher	Edward Elgar Publishing Ltd
Chapter	15
Pages	161–171
Number of pages	11
ISBN (Electronic)	9781035302727
ISBN (Print)	9781035302710
DOIs	https://doi.org/10.4337/9781035302727.00022
Publication status	Published - 17 Sept 2024

Keywords

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

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.4337/9781035302727.00022

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

Abstract

Keywords

UN SDGs

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