Purpose This paper aims to provide a social network site influence (SNSI) profile of early adopters. This study explores the relationship between personality traits of early adopters of social network sites (SNS), their propensity to share information and rumors and their general SNSI....

Purpose – Companies changing their brand names are frequently reported in the business press but this phenomenon has as yet received little academic attention. This paper sets out to understand the drivers of the corporate rebranding phenomenon and to analyse the impact of such strategies on...

Purpose – The purpose of this paper is to develop an approach at defining a retail channel strategy applied to young consumers. Design/methodology/approach – The authors use a qualitative study that adopts the consumer perspective and employed an investiga-tive channel-scan approach based on...

Purpose – The purpose of this paper is to investigate the preferences of children under the age of 12 regarding sales channels: how young consumers perceive online vs offline shopping in terms of advantages and disadvantages. Within a cross channel perspective, it also analyses the connections...

Purpose The purpose of this paper is to describe the nature of a branded mobile application experience for children, and analyse how these experiences affect the children’s and parents’ brand perceptions. Design/methodology/approach The authors use a qualitative approach focussing on the...