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What really works for teenagers: human or fictional celebrity?

Jain, Varsha; Roy, Subhadip; Daswani, Aarzoo; Sudha, Mari - In: Young Consumers 12 (2011) 2, pp. 171-183

Purpose – This study aims to explore the relative effectiveness of a human celebrity endorser vis‐à‐vis a fictional celebrity or character endorser on teenage consumers' attitudes. Further, the study also seeks to assess whether the effectiveness varies depending on the nature of the...

Persistent link: https://www.econbiz.de/10015044278

The influence of image consciousness, materialism and compulsive spending on credit card usage intentions among youth

Nga, Joyce K.H.; Yong, Lisa H.L.; Sellappan, Rathakrishnan - In: Young Consumers 12 (2011) 3, pp. 243-253

Purpose – This study aims to bridge the gap in the literature on consumer behaviours such as image consciousness, materialism and consumer spending on credit card usage intentions among Malaysian college students. Design/methodology/approach – A purposive sampling design was employed using a...

Persistent link: https://www.econbiz.de/10015044283

Children as agents of secondary socialisation for their parents

Watne, Torgeir; Lobo, Antonio; Brennan, Linda - In: Young Consumers 12 (2011) 4, pp. 285-294

Purpose – The purpose of this paper is to contribute to the body of knowledge associated with consumer socialisation. The authors investigate how children function as socialisation agents for their parents in influencing their purchase intentions of computer and high‐tech products –...

Persistent link: https://www.econbiz.de/10015044286

Behavioral aspects of cell phone usage among youth: an exploratory study

Haverila, Matti - In: Young Consumers 12 (2011) 4, pp. 310-325

Purpose – The purpose of this paper is to investigate cell phone use and broad cell phone feature preferences among youth in Finland. Of particular interest is the issue of gender differences regarding the behavioral aspects of the cell phones, and their conceptualization....

Persistent link: https://www.econbiz.de/10015044288

Generation Y's athlete role model perceptions on PWOM behaviour

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

Purpose – The purpose of this paper is to determine whether the Generation Y segment in Australia perceive athletes as role models, and if so, do they engage in positive word‐of‐mouth (POWM) recommendation behaviour. This paper also explores the influence of gender and English language...

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

segments are profiled by young adults' demographic characteristics, attitudes towards shopping influence, and reliance on media … just one city (Istanbul) in Turkey and one city (Toulouse) in France. The study focused on a single product class, apparel …

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

Purpose – The purpose of this paper is to estimate the extent of susceptibility to interpersonal influence and price sensitivity prevalent among Indian youth, to test if there is a relationship between these two constructs and identify the reason for the same. Design/methodology/approach –...

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

/methodology/approach – A total of 60 children were unobtrusively observed in ten Italian apparel stores. Findings – Children tend to subvert … the stores' possible uses and symbolizations by actively re‐appropriating the meanings of products, promotional stimuli … retailers to adjust the stores' environment to children's demands, recognising their role as active meaning creators …

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