The study examines brand familiarity, extrinsic attributes, perceived quality and risk for their effects on purchase intentions between prototypical and me-too brands. Since the MP3 player was selected as the product category and the majority of users comprised young adults, a survey was...

Brand prototypicality is an area that has had limited research in the past. With brand extensions becoming more and more relevant in the market, it is important to know how prototypical brands can extend their brand. Further, there is a lack of research that examines brand resonance,...

Modern-day human resource managers are faced with a complex task of solving inter-generational problems arising among their employees. Working with the members of Generation Y is anything but stress-free. Young employees tend to have different personality traits, value systems and attitudes than...

Why do some people think they will behave differently in the future? Building on research on dynamic inconsistency and age related preferences, this paper introduces the concept that inconsistent intertemporal preferences are directly related to age. In previous studies, standard socioeconomic...

Who are they, what do they want, but most of all, where are they? Teaching for the generation Y is a total challenge for today’s teachers. But become acquainted with the habits and expectations of the Generation Next might help us to bring them back into the classroom and train them properly...

Social marketers play a pivotal role in influencing consumer's food choices, which ultimately contribute to healthier societies. In 2005, approximately 1.6 billion people worldwide, and 50% of the South African population, were classified as overweight. These numbers are escalating together with...

This paper conceptually explores how bundling could lead to greater revenue and brand loyalty in the action sports industry by meeting the expectations of Generation Y. The author defines personalised-customised hybrid bundles and proposes using these bundles to target Generation Y action sports...