Young consumer behaviour
Subtitle: a research companion
By: edited by Ayantunji Gbadamosi
Published: 2018
Language: eng
Number of pages: 433
ISBN-13: 9780415790086; 9780415790093
Subjects: Consumer behavior; Child consumers
Notes: Includes bibliographical references and index.
Table of contents: title: Introduction and theoretical background; title: The changing landscape of young consumer behaviour; title: Young consumers as individuals; title: Children's consumer perception; title: Learning and consumer socialization in children; title: Young consumers' motivation and involvement : uses and gratifications perspective; title: Exploring personality, identity and self-concept among young consumers; title: Attitudes and persuasion in young consumer behaviour; title: Young consumers and marketing strategies; title: Brand, branding, and brand culture among young consumers; title: Pricing, income, and brand symbolism : exploring young consumers¿ understanding of value; title: The young ones, shopping and marketing channels : what actually shapes their mind?; title: Marketing communications and the young consumer : evidence from a developing country; title: Digital marketing and the young consumer; title: Services and relationship marketing : perspectives on young consumers; title: Segmenting the children's market; title: Amplifying the voices of young consumers in food advertising research; title: Young consumers in social and cultural contexts; title: Reference groups and opinion leadership in children's consumption decisions; title: Youth subcultural theory : making space for a new perspective; title: Young consumer misbehaviour; title: Faith, religion and the young consumer; title: Children consumer behaviour in developing countries in the 21st century; title: Social marketing and consumerism : perspectives on young consumers; title: Social marketing and the protection of the young consumer; title: Consumerism and consumer protection : a focus on young consumers; title: Index.