Cultivating & leveraging quilters' harmonious passion

A qualitative study explores the motivations that underlie quilters' passion for their hobby and their strategic ramifications for bolstering faltering retailers. The researchers joined "passport"-carrying quilters and conducted interviews at several stores participating in a "Sh...

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Bibliographic Details
Published in:Journal of marketing theory and practice 2023-01, Vol.31 (1), p.39-56
Main Authors: Lord, Kenneth R., Lord, Brenda C., Lord, Edwin K.
Format: Article
Language:English
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Summary:A qualitative study explores the motivations that underlie quilters' passion for their hobby and their strategic ramifications for bolstering faltering retailers. The researchers joined "passport"-carrying quilters and conducted interviews at several stores participating in a "Shop Hop" in Southeastern United States. Responses revealed the interviewees were driven by affective, altruistic, cognitive, creative, esteem, historical, health, social, and utilitarian motivations. Marketing strategies appealing to the identified motivations are proposed to aid retailers challenged by current market conditions.
ISSN:1069-6679
1944-7175
DOI:10.1080/10696679.2021.1993070