"This book explores current consumer, consumption and marketing cases and issues, posing questions that complement, extend and challenge established marketing theory. Coming of age in a volatile, uncertain, complex and ambiguous context, members of generations Y and Z are emerging as distinctive...

"This book explores current consumer, consumption and marketing cases and issues, posing questions that complement, extend and challenge established marketing theory. Coming of age in a volatile, uncertain, complex and ambiguous context, members of generations Y and Z are emerging as distinctive...

This handbook contains a series of original contributions in which top researchers in each area provide a succinct review of theory and research studies in consumer psychology and marketing, advertising and consumer behaviour