Young Consumers: Volume 13 Issue 1

Environmentally friendly parenting: are cloth nappies a step too far?

The present research aims to investigate parental attitudes towards using either cloth or disposable nappies, to better understand whether and how pro‐cloth initiatives might…

Using brand character when targeting children: what for? An exploration of managers' and children's viewpoints

Brands that target children frequently use a brand character to improve children's recall and recognition and to develop a relationship with young consumers. This paper aims to…

The active role of children as consumers

This article seeks to make a critical contribution to the contemporary debate on the active role of children as consumers, exploring the different meanings children confer on…

Encouraging brand loyalty in fickle generation Y consumers

The purpose of this paper is to argue that marketers need to create a relationship between their brand and generation Y consumers through various steps in order to increase brand…

Self‐control and perceived physical risk in an extreme sport

A recent discovery related to risk behavior is the finding that neurobiological development of impulse control in young people greatly lags that of cognitive evaluation of risk…

Investigating relationships between adolescents' liking for an apparel brand and brand self congruency

The purpose of this paper is to examine how adolescents' self‐concept and brand image congruency are related to their level of liking for an apparel brand. It also aims to examine…

Decision‐making styles of young consumers in Bosnia and Herzegovina

The purpose of this study is to investigate decision‐making styles of young consumers in Bosnia and Herzegovina. It aims to test the applicability of Sproles and Kendall's…

Hindsight, insight and foresight

Special issue on new parents and young children in consumer culture

Editorial

Child advertising in Turkey

2011 Awards for Excellence