focusing on youth, an Australian study ( n =244) first augmented TPB with descriptive norm. A Singapore study ( n =415 … firms should reach youth through their peers. With youth social pressure may be influential, particularly with hedonic … targeting youth may not work. Originality/value – The study extends academic knowledge on the relationships between norms and …

purchasing behaviour in the youth market. Findings – The research indicated that value brands are likely to play an increasingly …

's influence on family decision making. Chinese immigrants' teenage children in New Zealand were perceived as having more influence … children's involvement in family purchase decision differently. Chinese immigrant parents perceive that their children are …

and ecologically diverse youth segment in a rapidly changing retail banking sector such as Malaysia. Design … motivational goals for Malaysian youth when making e‐channels choices. Findings – This study generates empirical evidence which … for marketing practice even where diverse youth segments are concerned. Originality/value – This study is the first that …

This paper looks at “dance” or “rave”, a phenomenon usually associated with youth culture. It suggests that there is a … commodification of a sub‐cultural movement. It suggests that youth‐related activities are migrating up the age scale and draws on the …