Young consumer behaviour : a research companion / edited by Ayantunji Gbadamosi.

Milton Park, Abingdon, Oxon ; New York, NY : Routledge, an imprint of the Taylor & Francis Group, 2018.
xix, 433 pages : illustrations ; 23 cm


Bibliographic references
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.
  • 9780415790086 ((hardback))
  • 0415790085 ((hardback))
  • 9780415790093 ((pbk.))
  • 0415790093 ((pbk.))
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