Young consumer behaviour : a research companion /
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| Format: | eBook |
| Language: | English |
| Published: |
New York :
Routledge,
2018.
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| Edition: | First Edition. |
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| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- Introduction and theoretical background
- The changing landscape of young consumer behaviour
- Young consumers as individuals
- Children's consumer perception
- Learning and consumer socialization in children
- Young consumers' motivation and involvement : uses and gratifications perspective
- Exploring personality, identity and self-concept among young consumers
- Attitudes and persuasion in young consumer behaviour
- Young consumers and marketing strategies
- Brand, branding, and brand culture among young consumers
- Pricing, income, and brand symbolism : exploring young consumers¿ understanding of value
- The young ones, shopping and marketing channels : what actually shapes their mind?
- Marketing communications and the young consumer : evidence from a developing country
- Digital marketing and the young consumer
- Services and relationship marketing : perspectives on young consumers
- Segmenting the children's market
- Amplifying the voices of young consumers in food advertising research
- Young consumers in social and cultural contexts
- Reference groups and opinion leadership in children's consumption decisions
- Youth subcultural theory : making space for a new perspective
- Young consumer misbehaviour
- Faith, religion and the young consumer
- Children consumer behaviour in developing countries in the 21st century
- Social marketing and consumerism : perspectives on young consumers
- Social marketing and the protection of the young consumer
- Consumerism and consumer protection : a focus on young consumers
- Index.