Young Consumers: Volume 24 Issue 3

Young consumers influence by older generations: developing the construct and scale to measure intergenerational brand influence

Manuel Sotelo-Duarte, Beatriz Gónzalez-Cavazos

This study aims to propose increasing the number of dimensions around current intergenerational influence (IGI) construct and renaming it to intergenerational brand influence…

Parents’ mental state communication and children’s consumer behavior in the USA

Eunjoo Choi, Matthew A. Lapierre

Previous research has shown that children’s ability to understand mental states is related to their consumer development, yet it is unknown how parents can aid in this process…

Resilience, vulnerability and personality effects on social commerce intentions: the COVID-19 era

Evangelos Mourelatos, Emmanouela Manganari

This study aims to explore the relationship between social commerce purchase intention and consumer psychological factors (i.e. resilience, vulnerability and personality traits…

Young German consumers’ perspectives of rental fashion platforms

Catrin Westerberg, Luis F. Martinez

This study aims to explore young German consumer perspectives of rental fashion platforms by studying their perceived benefits, potential barriers as well as preferred clothing…

Understanding generation Z consumers’ revisit intentions to robotic service restaurants

Kriti Priya Gupta, Smriti Pande

The purpose of this paper is to investigate the influencing factors of generation Z (Gen Z) consumers’ revisit intentions to robotic restaurants in the post-pandemic times.

Picturing food: the visual style of teen-targeted food marketing

Kirsten Ellison, Emily Truman, Charlene Elliott

Despite the pervasiveness of teen-targeted food advertising on social media, little is known about the persuasive elements (or power) found within those ads. This research study…

Generation Z’s response to the virtual reality advertising in China

Bin Yu, Fei Fan

Virtual reality (VR), as a new type of media technology, significantly improves the audience experience with product presentation in the marketing communication field. The…