CiNii 図書 - Young consumer behaviour : a research companion

著者

Young consumer behaviour : a research companion

edited by Ayantunji Gbadamosi

Routledge, 2018

Includes bibliographical references and index

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