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Generation Y's athlete role model perceptions on PWOM behaviour

Buksa, Ivan; Mitsis, Ann - In: Young Consumers 12 (2011) 4, pp. 337-347

the influence of gender and English language enculturation on PWOM recommendation behaviours of Generation Y. Design … recommendation behaviours for products/services/brands endorsed by the athlete role model. The results indicate that gender does not … to endorse products/services/brands to this consumer segment. Originality/value – Past studies suggest that gender is a …

Persistent link: https://www.econbiz.de/10015044290

Segmenting young adults through their consumption styles: a cross‐cultural study

Akturan, Ulun; Tezcan, Nuray; Vignolles, Alexandra - In: Young Consumers 12 (2011) 4, pp. 348-360

Purpose – The purpose of this paper is to validate the CSI scale and segment young adults from a developed and a developing country on the basis of their consumption styles as consumers. Design/methodology/approach – The research was conducted in France and Turkey. To determine the...

Persistent link: https://www.econbiz.de/10015044291

Extent of susceptibility to interpersonal influence and price sensitivity among Indian youth: is there a relationship between these two constructs?

Gupta, Nitin - In: Young Consumers 12 (2011) 4, pp. 361-369

interpersonal influence had a significant impact on the level of price sensitivity among Indian youth. Gender played a significant …

Persistent link: https://www.econbiz.de/10015044292

Environmentally friendly parenting: are cloth nappies a step too far?

Pendry, Louise F.; Mewse, Avril J.; Burgoyne, Carole B. - In: Young Consumers 13 (2012) 1, pp. 5-19

Purpose – The present research aims to investigate parental attitudes towards using either cloth or disposable nappies, to better understand whether and how pro‐cloth initiatives might impact parental decisions. Design/methodology/approach – Focus groups were conducted with both cloth and...

Persistent link: https://www.econbiz.de/10015044293

Using brand character when targeting children: what for? An exploration of managers' and children's viewpoints

Hémar‐Nicolas, Valérie; Gollety, Mathilde - In: Young Consumers 13 (2012) 1, pp. 20-29

Purpose – Brands that target children frequently use a brand character to improve children's recall and recognition and to develop a relationship with young consumers. This paper aims to explore the reasons why marketers use brand characters to target children and how children perceive and...

Persistent link: https://www.econbiz.de/10015044294

The active role of children as consumers

Ironico, Simona - In: Young Consumers 13 (2012) 1, pp. 30-44

Purpose – This article seeks to make a critical contribution to the contemporary debate on the active role of children as consumers, exploring the different meanings children confer on consumer goods and spaces in retail settings. Design/methodology/approach – A total of 60 children were...

Persistent link: https://www.econbiz.de/10015044295

Decision‐making styles of young consumers in Bosnia and Herzegovina

Anić, Ivan‐Damir; Rajh, Edo; Bevanda, Arnela - In: Young Consumers 13 (2012) 1, pp. 86-98

gender and household income among segments. Design/methodology/approach – Data were collected by means of a self …

Persistent link: https://www.econbiz.de/10015044299

Gender, ethnic identity and patronage likelihood for a unisex hair salon

Dean, Dwane H. - In: Young Consumers 13 (2012) 2, pp. 124-135

other minorities. Originality/value – The idea that gender and ethnic identity of the servicescape affects consumer approach …

Persistent link: https://www.econbiz.de/10015044301

Young Saudi adults and peer group purchase influence: a preliminary investigation

Opoku, Robert - In: Young Consumers 13 (2012) 2, pp. 176-187

Purpose – The role that peer influence plays in shaping young adult consumers' products purchase decision cannot be overemphasized. The purpose of this paper is to investigate the role of peer influence in shaping young adult male consumers' product purchase decisions in Saudi Arabia....

Persistent link: https://www.econbiz.de/10015044305

The necessity consumption practices by young adults in Finland

Leipämaa‐Leskinen, Hanna; Jyrinki, Henna; Laaksonen, … - In: Young Consumers 13 (2012) 2, pp. 188-198

Purpose – The purpose of this paper is to identify which consumption practices young adults regard as necessary. Recently, necessity consumption has not attracted the interest of consumer researchers, even though it serves as an important concept for studying the fundamentals of consumption....

Persistent link: https://www.econbiz.de/10015044306