Sudbury-Riley, Lynn; Kohlbacher, Florian; Hofmeister, Agnes - In: International Marketing Review 32 (2015) 3/4, pp. 245-278
Purpose – The purpose of this paper is to investigate self-perceived age among Baby Boomers in the UK, Germany, Japan, and Hungary, and identifies two horizontal segments based on the way consumers view their age. Design/methodology/approach – Questionnaires were used to sample 880 Baby...