Patino, Anthony; Kaltcheva, Velitchka D.; Lingelbach, David - In: Journal of Consumer Marketing 29 (2012) 2, pp. 156-162
Purpose – The purpose of the study is to investigate the preferences of young Millennials for a salient product category (toys) and to investigate possible within‐group differences that have relevance for marketers. Design/methodology/approach – The study carried out analysis of...