Young consumer behaviour : a research companion / edited by Ayantunji Gbadamosi.

Includes bibliographical references and index.

Introduction and theoretical background -- The changing landscape of young consumer behaviour -- Young consumers as individuals -- Children's consumer perception -- Learning and consumer socialization in children -- Young consumers' motivation and involvement : uses and gratifications perspective -- Exploring personality, identity and self-concept among young consumers -- Attitudes and persuasion in young consumer behaviour -- Young consumers and marketing strategies -- Brand, branding, and brand culture among young consumers -- Pricing, income, and brand symbolism : exploring young consumers� understanding of value -- The young ones, shopping and marketing channels : what actually shapes their mind? -- Marketing communications and the young consumer : evidence from a developing country -- Digital marketing and the young consumer -- Services and relationship marketing : perspectives on young consumers -- Segmenting the children's market -- Amplifying the voices of young consumers in food advertising research -- Young consumers in social and cultural contexts -- Reference groups and opinion leadership in children's consumption decisions -- Youth subcultural theory : making space for a new perspective -- Young consumer misbehaviour -- Faith, religion and the young consumer -- Children consumer behaviour in developing countries in the 21st century -- Social marketing and consumerism : perspectives on young consumers -- Social marketing and the protection of the young consumer -- Consumerism and consumer protection : a focus on young consumers -- Index.