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 ? Based on their size, disposable income, and purchasing power, generation Y (Gen Y) consumers are viewed as the Holy Grail for marketers. Conversely, some of this group's behavior disturbs public policy officials, particularly when dealing with issues such as poor financial planning,...