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Maverick Entertainment presents “marketing mimicry”: targeting the urban‐American teen film‐viewer via DVD and direct‐download

Dalecki, Linden - In: Young Consumers 13 (2012) 4, pp. 367-380

Purpose – This paper seeks to explore a host of straight‐to‐DVD and direct‐download motion picture marketing, production, and distribution strategies deployed by Florida‐based Maverick Entertainment. The focus is Maverick's most prominent and successful sub‐genre “urban teen...

Persistent link: https://www.econbiz.de/10015044318

Young consumers' views of infused soft drinks innovation

Yoon Kin Tong, David; Fa Tong, Xue; Yin, Evon - In: Young Consumers 13 (2012) 4, pp. 392-406

Purpose – This study has two aims: first, to develop a conceptual model for infused drinks innovation using the subjective norm and lifestyle as predictors; and second, to adapt the beverage science experimental variables and assess young consumers' experience of the taste, mood and health of...

Persistent link: https://www.econbiz.de/10015044320

Does game self‐congruity increase usage and purchase?

Davis, Robert; Lang, Bodo - In: Young Consumers 14 (2013) 1, pp. 52-66

Purpose – The aim of this paper is to measure the empirical relationship between self‐congruity and game usage and purchase. This is important because it highlights that games affect self concept and the symbolic value that can be obtained from the game. It is aimed to implement this study...

Persistent link: https://www.econbiz.de/10015044324

Investigating fashion disposition with young consumers

Young Lee, Ji; Halter, Holly; Johnson, Kim K.P.; Ju, Haewon - In: Young Consumers 14 (2013) 1, pp. 67-78

. Participants experienced primarily positive emotions when disposing of unwanted apparel items. In the future, participants …

Persistent link: https://www.econbiz.de/10015044325

Does country‐of‐origin matter to Generation Y?

Zdravkovic, Srdan - In: Young Consumers 14 (2013) 1, pp. 89-102

in this study. Experiment with 18 conditions is utilized to collect that data. Linear regression is used to test the …

Persistent link: https://www.econbiz.de/10015044327

Measuring young consumers’ sustainable consumption behavior: development and validation of the YCSCB scale

Fischer, Daniel; Böhme, Tina; Geiger, Sonja Maria - In: Young Consumers 18 (2017) 3, pp. 312-326

Purpose Promoting sustainable consumption among young consumers has become a key priority on the research agenda in such different fields as education for sustainable development, environmental psychology and consumer policy. Progress in this field has been hampered by a lack of sophisticated...

Persistent link: https://www.econbiz.de/10015044480

Self expression versus the environment: attitudes in conflict

Parker, Lukas; Aleti Watne, Torgeir; Brennan, Linda; … - In: Young Consumers 15 (2014) 2, pp. 138-152

Purpose – This paper aims to present the findings of a survey into attitudes towards the environment and the pro-environmental behaviours of young adults in Vietnam. Design/Methodology/Approach – An online survey was administered to university students in Vietnam’s two most populous...

Persistent link: https://www.econbiz.de/10015044541

Determinants of personal factors in influencing the buying behavior of consumers in sales promotion: a case of fashion industry

Rehman, Fazal ur; Bin Md Yusoff, Rosman; Bin Mohamed … - In: Young Consumers 18 (2017) 4, pp. 408-424

Purpose This study aims to investigate the influence of personal factors on the buying behavior of consumers with the intentions of sales promotion in the fashion industry. Precisely, it focuses on the marketing techniques and practices in sales promotion activities to influence the buying...

Persistent link: https://www.econbiz.de/10015044550

Does message content matter in negative publicity? A study with young athletes emulating pros

Özdinç, Yalim; Özdinç, Özlem - In: Young Consumers 16 (2015) 3, pp. 332-347

Purpose – This study aims to examine changes in the strength of attachment to role models (strong, weak) and in the levels of commitment to the brands endorsed by role models (high, moderate, low) by exposing young athletes emulating sport stars to celebrity-engendered negative messages...

Persistent link: https://www.econbiz.de/10015044631

How children make purchase decisions: behaviour of the cued processors

Mau, Gunnar; Schuhen, Michael; Steinmann, Sascha; … - In: Young Consumers 17 (2016) 2, pp. 111-126

of methods enables the collection of observable decision-making behaviour as well as of the declarative knowledge and the … during the purchase decision at the POS. Only a small number of children behaved purposefully, whereas the vast majority was … the shopping process with observation of the real decision behaviour in a supermarket simulation task. …

Persistent link: https://www.econbiz.de/10015044664