Purpose – This study aims to investigate dimensions related to the gender role and identity perceptions of adolescent girls in Hong Kong. It also aims to develop a typology based on the dimensions and to examine its ability to predict brand relationship variables. Design/methodology/approach...

Purpose – The study attempts to identify the common attributes of the physical retail outlets favored by Hong Kong youths and to assess the relative importance of “hard” and “soft” aspects of the retail marketing mix in appealing to this consumer segment. Design/methodology/approach...

Purpose – This article aims to examine young consumers' perceptions of healthy eating, contexts where healthy or unhealthy eating are practiced, and their evaluation of regulatory measures that discourage the consumption of unhealthy foods in two different markets. Design/methodology/approach...

Purpose – Materialism among the younger generation has become a hot topic among parents, educators, marketers and policy makers, especially in Macao, a city where the influx of tourists and the expanding gaming facilities bring the potential threat of materialism and the erosion of traditional...