LEADER 05269cam a2200325Ii 4500
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003 TR_AnAIT
005 20260123010650
008 180706s2018 enka ob 001 0 eng d
020 |a9781315213590|q(e-book : PDF)
020 |a9781351819046|q(e-book: Mobi)
020 |z9780415790086|q(hardback)
020 |z9780415790093|q(paperback)
024 7 |a10.4324/9781315213590 |2doi
035 |a(OCoLC)1005691774
040 |aFlBoTFG|cFlBoTFG|erda
041 |aeng
049 |aTürk Tarih Kurumu Kütüphanesi
050 4|aHF5415.332.Y66|bY68 2018
082 04|a658.8340842|bY681
245 00|aYoung Consumer Behaviour :|bA Research Companion /|cedited by Ayantunji Gbadamosi.
250 |aFirst edition.
264 1|aLondon :|bRoutledge,|c2018.
300 |a1 online resource (xx, 450 pages)
336 |atext|2rdacontent
337 |acomputer|2rdamedia
338 |aonline resource|2rdacarrier
505 00|tpart PART I: Introduction and theoretical background -- |tchapter 1 The changing landscape of young consumer behaviour /|rAyantunji Gbadamosi -- |tpart PART II: Young consumers as individuals -- |tchapter 2 Children’s consumer perception /|rNashaat H. Hussein -- |tchapter 3 Learning and consumer socialisation in children /|rAdya Sharma -- |tchapter 4 Young consumers’ motivation and involvement: uses and gratifications perspective /|rEmmanuel Adugu -- |tchapter 5 Exploring personality, identity and self-concept among young consumers /|rAbdullah Promise Opute -- |tchapter 6 Attitudes and persuasion in young consumer behaviour /|rAyodele C. Oniku -- |tpart PART III Young consumers and marketing strategies -- |tchapter 7 Brand, branding and brand culture among young consumers /|rAndrew Hughes -- |tchapter 8 Pricing, income and brand symbolism: exploring young consumers’ understanding of value /|rDiliara Mingazova -- |tchapter 9 The young ones, shopping and marketing channels: what actually shapes their mind? /|rZubin Sethna -- |tchapter 10 Marketing communications and the young consumer: evidence from a developing country /|rNicolas Hamelin -- |tchapter 11 Digital marketing and the young consumer /|rVishwas Maheshwari -- |tchapter 12 Services and relationship marketing: perspectives on young consumers /|rYiwen Hong, Anh N. H. Tran and Hsiao-Pei (Sophie) Yang -- |tchapter 13 Segmenting the children’s market /|rMahama Braimah -- |tchapter 14 Amplifying the voices of young consumers in food advertising research /|rAnna Maria Sherrington -- |tpart PART IV Young consumers in social and cultural contexts -- |tchapter 15 Reference groups and opinion leadership in children’s consumption decisions /|rAyodele C. Oniku -- |tchapter 16 Youth subcultural theory: making space for a new perspective /|rOfer Dekel -- |tchapter 17 Young consumer misbehaviour: a perspective from developing countries /|rRichard Shambare -- |tchapter 18 Faith, religion and young consumer behaviour /|rEddy Kurobuza Tukamushaba -- |tchapter 19 Children’s consumer behaviour in developing countries in the twenty-first century /|rNdivhuho Tshikovhi -- |tpart PART V Social marketing and consumerism: perspectives on young consumers -- |tchapter 20 Social marketing and the protection of the young consumer /|rChahid Fourali -- |tchapter 21 Consumerism and consumer protection: a focus on young consumers /|rAyantunji Gbadamosi.
520 |a"Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available evidence shows that they cannot be ignored in the marketplace dynamics as they consume goods and services in their households and are involved in various other active roles in their household consumption including making decisions where applicable. Hence, the landscape of young consumer behaviour is changing.Young Consumer Behaviour: A Research Companion focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualised to young consumers including culture, sub-culture, family, and groups are incorporated into the book. This book fills a gap in the literature by addressing the dynamics of consumption patterns of this consumer group, in relation to various marketing stimuli and different stakeholders. It combines eclectic perspectives on the topic and specifically, bridges the gap between historical perspectives and contemporary issues.Building on the extant literature in the field of marketing and consumer behaviour, this book is a compendium of research materials and constitutes an essential reference source on young consumer behaviour issues with both academic and managerial implications."--Provided by publisher.
650 0|aYoung consumers|xResearch.
650 0|aConsumer behavior|xResearch.
700 1 |aGbadamosi, Ayantunji,|eeditor.
776 08|iPrint version: |z9780415790086|w(DLC) 2017032214
856 40|uhttps://www.taylorfrancis.com/books/9781315213590|zClick here to view.
901 |aTaylor & Francis