Access the full text.
Sign up today, get DeepDyve free for 14 days.
Purpose – In community research, there is a large gap between theoretical developments and empirical proves. Especially, in micro‐macro contexts, where the interaction between micro‐ (the community member) and macro‐(the community) level variables have significant effects, no comprehensive theoretical approach that explicitly frames micro‐macro phenomena has been considered in empirical methodology. This study attempts to present a multilevel theoretical framework which explains the complex interrelationship of various elements that shape consumption experience and market institutions. Design/methodology/approach – Based on practical questions related to community research, where individuals act in communal contexts, shape the community and are influenced by the community, the importance of studying micro‐macro phenomena are discussed. These preliminaries form assumptions that are integrated into theoretical and methodological developments. It is shown how structuration approaches meet the assumptions on communal consumption research and how multilevel analyses fit into the assumptions that are raised by the structuration approach. Findings – The paper develops and presents a multilevel model, which represents the interplay among various cultural levels that influence consumption experience and the evolution of consumption trends. This model proposes a theoretical framework which explains structuration in consumer research contexts. Originality/value – Academics can use this study to understand the link between communal consumption theory to methodology. They have access to a research framework that integrates micro‐macro effects and receive some ideas on possible structures and variables they can analyze. Practitioners learn that within communal research consumption patterns do not only influence individuals, but they also determine the community's structure that in turn shapes the behaviour of its members.
Qualitative Market Research: An International Journal – Emerald Publishing
Published: Apr 4, 2008
Keywords: Consumer behaviour; Community behaviour; Social processes; Influence
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.