Exploring new frontiers in quality of life research in marketing

Rongwei Chu, Yimin Huang

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution


This paper reviews major theories of Quality of Life (QoL) from a marketing perspective. The discussion leads to the identification of a knowledge gap in understanding the dynamics of QoL and its connection to the evolution of consumption patterns. We propose new research topics in this area for future exploration to advance our knowledge of QoL in marketing.
Original languageEnglish
Title of host publicationANZMAC 2014
Subtitle of host publicationAnnual Conference proceedings : Agents of change
EditorsSharyn Rundle-Thiele, Krzysztof Kubacki, Denni Arli
Place of PublicationBrisbane, QLD
Number of pages5
Publication statusPublished - 2014
EventAustralian and New Zealand Marketing Academy Conference (2014): Agents of Change - Brisbane, Australia
Duration: 1 Dec 20143 Dec 2014


ConferenceAustralian and New Zealand Marketing Academy Conference (2014)
Abbreviated titleANZMAC2014


  • Quality of Life
  • dynamics
  • consumption
  • marketing

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