Young Consumers: Volume 17 Issue 3

Editorial

Brian Young

Dissuasion: the Elaboration Likelihood Model and young children

Anna R. McAlister, Danielle Bargh

The Elaboration Likelihood Model (ELM) proposes two routes to persuasion – the central route (persuasion occurs via information) and the peripheral route (persuasion occurs via…

Personal networks as a precursor to a green future: a study of “green” consumer socialization among young millennials from India and China

Sidharth Muralidharan, Fei Xue

Millennials, an understudied segment of the sustainable market, are enthusiastic about adopting greener lifestyles but fail to translate pro-environmental attitudes to actual…

Consumer based brand equity in the 21st century: an examination of the role of social media marketing

Atefeh Yazdanparast, Mathew Joseph, Fernanda Muniz

The present research investigates the influence of brand-based social media marketing (SMM) activities on metrics of consumer-based brand equity (CBBE). Specifically, the study…

Up, close and intimate: qualitative inquiry into brand proximity amongst young adult consumers in emerging market

Juhi Gahlot Sarkar, Abhigyan Sarkar

The purpose of this study was to explore possible types of brand proximity based on respective psychological causal antecedents, and also to uncover possible marking outcomes of…

A case study on shopping malls attributes for young consumers

Gülin Feryal Can, Feride Bahar Kurtulmusoglu, Kumru Didem Atalay

This study aims to determine the mall criteria that are the most crucial for the youth market by determining the winning brand in comparison to other offerings to understand what…

Advertising to children in the Bahamas

Dianne Daley McClure