The literature on brands has focused on the importance and determinants of their use by consumers and the implications brands have for firms. However, many studies that analyze the tendency of consumers to use the brand name in their purchasing decisions (TBN) do not use any scales that have...

The Internet is the leading medium for information and entertainment among young people. This study analyses whether parental attitude towards the Internet exposure time (IET), and the type of mediation used, is influential. It also analyses which variables influence the form of mediation...