Young Consumers: Volume 16 Issue 3

Boys’ responses to the integration of advertising and entertaining content

Eva A. van Reijmersdal, Esther Rozendaal, Moniek Buijzen

The purposes of this paper are to investigate the effects of integrated advertising formats on the persuasion of children, children’s awareness of the persuasive intent of these…

Exploration of brand sacralization among the young adult consumers in the context of emerging Asian market

Juhi Gahlot Sarkar, Abhigyan Sarkar, Abhilash Ponnam

The purpose of this paper was to uncover various factors that make the young consumers in emerging Asian market devotees of brands and sacrilize brands giving rise to a phenomenon…

Hearing muted voices: the crystallization approach to critical and reflexive child-centric consumer research

Kevina Cody

– This paper aims to offer both a practical and reflective stance on a longitudinal multi-method interpretive consumer research project carried out with tween girls.

Social needs in Finnish young adults’ mundane consumption

Henna Syrjälä, Hanna Leipämaa-Leskinen, Pirjo Laaksonen

– This paper aims to show how social needs – the need for integration and need for distinctiveness – guide Finnish young adults’ mundane consumption behaviors.

“What brand do you eat?” The influence of food brands within children’s peer groups

Valérie Hemar-Nicolas, Mathilde Gollety, Coralie Damay, Pascale Ezan

– This paper aims to explore the role played by food brands within children’s peer groups when they have a meal together.

Does message content matter in negative publicity? A study with young athletes emulating pros

Yalim Özdinç, Özlem Özdinç

This study aims to examine changes in the strength of attachment to role models (strong, weak) and in the levels of commitment to the brands endorsed by role models (high…

Communicating across age-groups: variance in consumer attitudes from tweenagers to adults

Ruppal Walia Sharma

This paper aims to study whether age impacts the responses to different communication cues in terms of brand recall, attitude toward advertisement, attitude toward brand and…

Editorial

Brian Young