Marketing e giovanissimi: un'indagine esplorativa sul coinvolgimento nel consumo e pubblicità nel segmento dei tweeagers
<em>Marketing and youngsters: an exploratory research on the involvement in consumption and advertising in the tweenagers segment</em> - This article - after having identified the theoretical references - presents the results of an empirical quantitative research aimed at investigating within the tweenagers (10-14 years old) , the level of involvement in the consumer culture, the attitudes towards the television advertising, let alone the existing relationship between the two. Not only this study highlights a low interest in the commercials and a certain scepticism, but also a very faint link between the two phenomena, thus offering ideas for a future in-depth examination. <br/><br/>Keywords: involvement, consumption, television advertising, attitudes, tweenagers<br/> Parole chiave: coinvolgimento, consumo, pubblicità televisiva, tweenagers, atteggiamenti
Year of publication: |
2009
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Authors: | Pegan, Giovanna |
Published in: |
MERCATI E COMPETITIVITÀ. - FrancoAngeli Editore, ISSN 1826-7386. - Vol. 2009/2.2009, 2, 3, p. 41-59
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Publisher: |
FrancoAngeli Editore |
Saved in:
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