Although several studies point to the emerging importance of technology in consumer habits, limited studies have quantitatively shown how these variables influence consumer intention. Given this gap, this study offers an analytical model based on technology readiness, collaborative consumption...

Purpose – The present study aims to explore the efforts of a core action sports company (Board Sports Company (BSC)) to employ a multi‐brand strategy and to focus on the identity and reach of the seven distinct brands operated under the parent company. The study seeks to identify benefits...

The first of approximately 77 million baby boomers turned 50 in 1996 and this signaled the start of what is to become one of the greatest marketing movements ever seen in the USA in a movement which will last some 30‐40 years and it won’t be business as usual. The older customer is selective...

Highlights the general inattention to human development in marketing research and practice, especially in research and marketing concerned with older consumers. Describes a new approach to marketing based on human development.

Purpose – The research aimed to reveal real behavioural preferences in fashion and clothing consumption, and analyses the similarities and differences between British, Brazilian and Chinese consumers. This approach was selected to consider the distinctions between a mature market, and emerging...

Purpose – This paper aims to examine differences in generational perceptions of market cues related to price, quality and shopping enjoyment in the apparel retailing context. Design/methodology/approach – A cross‐section of US apparel consumers ( n =342) constitutes the sample for the...