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Carys Egan-Wyer. Photo.

Carys Egan-Wyer

Senior lecturer

Carys Egan-Wyer. Photo.

Research Contributions in Interpretivist Marketing and Consumer Research Studies: A Kaleidoscopic Framework

Author

  • Andrea Lucarelli
  • Hossain Shahriar
  • Sofia Ulver
  • Carys Egan-Wyer

Summary, in English

Calls for research contribution and demands for original theories have become visibly and audibly louder in review processes over the last two decades. In interpretivist marketing and consumer research, such calls have been accompanied by an emphasis on the importance of theory and on drawing on context when crafting impactful research contributions. By investigating the rhetorical claims made by authors in 45 highly cited articles, published between 2005 and 2019 in three representative marketing journals, this paper provides a kaleidoscopic, three-dimensional framework that maps out and explores the rhetorical devices employed in interpretivist scholarship. Based on the framework, the paper suggests different pathways that researchers can follow to navigate through the complex process of shaping and developing relevant and impactful research contributions.

Department/s

  • Marketing

Publishing year

2023-09-15

Language

English

Pages

1-31

Publication/Series

Marketing Theory

Document type

Journal article

Publisher

SAGE Publications

Topic

  • Business Administration

Keywords

  • Research contribution
  • interpretivist scholarship
  • categories
  • framework
  • consumer research

Status

Epub

ISBN/ISSN/Other

  • ISSN: 1741-301X