Purpose – This study aims to explore the relative effectiveness of a human celebrity endorser vis‐à‐vis a fictional celebrity or character endorser on teenage consumers' attitudes. Further, the study also seeks to assess whether the effectiveness varies depending on the nature of the...

Purpose – This study aims to bridge the gap in the literature on consumer behaviours such as image consciousness, materialism and consumer spending on credit card usage intentions among Malaysian college students. Design/methodology/approach – A purposive sampling design was employed using a...

Purpose – The purpose of this paper is to contribute to the body of knowledge associated with consumer socialisation. The authors investigate how children function as socialisation agents for their parents in influencing their purchase intentions of computer and high‐tech products –...

Purpose – The purpose of this paper is to investigate cell phone use and broad cell phone feature preferences among youth in Finland. Of particular interest is the issue of gender differences regarding the behavioral aspects of the cell phones, and their conceptualization....

Purpose – The purpose of this paper is to determine whether the Generation Y segment in Australia perceive athletes as role models, and if so, do they engage in positive word‐of‐mouth (POWM) recommendation behaviour. This paper also explores the influence of gender and English language...

Purpose – The purpose of this paper is to estimate the extent of susceptibility to interpersonal influence and price sensitivity prevalent among Indian youth, to test if there is a relationship between these two constructs and identify the reason for the same. Design/methodology/approach –...

Purpose – The present research aims to investigate parental attitudes towards using either cloth or disposable nappies, to better understand whether and how pro‐cloth initiatives might impact parental decisions. Design/methodology/approach – Focus groups were conducted with both cloth and...

Purpose – Brands that target children frequently use a brand character to improve children's recall and recognition and to develop a relationship with young consumers. This paper aims to explore the reasons why marketers use brand characters to target children and how children perceive and...

Purpose – This article seeks to make a critical contribution to the contemporary debate on the active role of children as consumers, exploring the different meanings children confer on consumer goods and spaces in retail settings. Design/methodology/approach – A total of 60 children were...