Young Consumer Behaviour: A Research Companion

1. Introduction and theoretical background
2. The changing landscape of young consumer behaviour
3. Young consumers as individuals
4. Children's consumer perception
5. Learning and consumer socialization in children
6. Young consumers' motivation and involvement : uses and gratifications perspective
7. Exploring personality, identity and self-concept among young consumers
8. Attitudes and persuasion in young consumer behaviour
9. Young consumers and marketing strategies
10. Brand, branding, and brand culture among young consumers
11. Pricing, income, and brand symbolism : exploring young consumers¿ understanding of value
12. The young ones, shopping and marketing channels : what actually shapes their mind?
13. Marketing communications and the young consumer : evidence from a developing country
14. Digital marketing and the young consumer
15. Services and relationship marketing : perspectives on young consumers
16. Segmenting the children's market
17. Amplifying the voices of young consumers in food advertising research
18. Young consumers in social and cultural contexts
19. Reference groups and opinion leadership in children's consumption decisions
20. Youth subcultural theory : making space for a new perspective
21. Young consumer misbehaviour
22. Faith, religion and the young consumer
23. Children consumer behaviour in developing countries in the 21st century
24. Social marketing and consumerism : perspectives on young consumers
25. Social marketing and the protection of the young consumer
26. Consumerism and consumer protection : a focus on young consumers