Cengage Learning

Analyzing Children's Consumption Behavior: Ethics, Methodologies, and Future Considerations, 1st Edition

  • Jony Haryanto
  • Luiz Moutinho Glasgow University
  • Published By: Business Science Reference
  • ISBN-10: 1522509941
  • ISBN-13: 9781522509943
  • DDC: 339.4
  • Grade Level Range: College Freshman - College Senior
  • 278 Pages | eBook
  • Original Copyright 2017 | Published/Released January 2017
  • This publication's content originally published in print form: 2017

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About

Overview

To gain the most competitive edge, marketers must continually optimize their promotional strategies. While the adult population is a prominent target, there is significant market potential for young consumers as well. This book presents a dynamic overview of the best practices for marketing products that target children as consumers and analyzes the most effective promotional strategies being utilized. Highlighting both the advantages and challenges of targeting young consumers, this book is a pivotal reference source for marketers, professionals, researchers, upper-level students, and practitioners interested in emerging perspectives on children’s consumption behavior.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series.
Titles in This Series.
Table of Contents.
Preface.
1: Marketing to Children and Ethical Research.
2: What If the Future Never Comes? A Better Understanding about Future Anticipatory Efforts, Brand Personality, and Autobiographical Memory.
3: Does the Future Really Matter? The Influence of Future Anticipation and Reference Group towards Autobiographical Memory, Brand Relationship, and Market Performance.
4: Is Brand Loyalty Really Present in the Children's Market? A Comparative Study from Indonesia, Portugal, and Brazil.
5: A Better Understanding of Children's Market: Fuzzy Logic to Analyse the Antecedents of a Living Brand.
6: Identifying the Antecedents of Children's Market Using Neural Network.
7: Creating Sustainable Product: Understanding Winning Elements of the Children's Market.
8: Product Characteristics for Children.
9: Marketing Information Process on Children.
10: Case Studies.
Conclusion.
Compilation of References.
Index.
Front Cover.
Title Page.
Copyright Page.
Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series.
Titles in This Series.
Table of Contents.
Preface.
1: Marketing to Children and Ethical Research.
2: What If the Future Never Comes? A Better Understanding about Future Anticipatory Efforts, Brand Personality, and Autobiographical Memory.
3: Does the Future Really Matter? The Influence of Future Anticipation and Reference Group towards Autobiographical Memory, Brand Relationship, and Market Performance.
4: Is Brand Loyalty Really Present in the Children's Market? A Comparative Study from Indonesia, Portugal, and Brazil.
5: A Better Understanding of Children's Market: Fuzzy Logic to Analyse the Antecedents of a Living Brand.
6: Identifying the Antecedents of Children's Market Using Neural Network.
7: Creating Sustainable Product: Understanding Winning Elements of the Children's Market.
8: Product Characteristics for Children.
9: Marketing Information Process on Children.
10: Case Studies.
Conclusion.
Compilation of References.
Index.

Meet the Author

Author Bio

Luiz Moutinho

Luiz Moutinho completed his PhD at the University of Sheffield in 1982 and held posts at Cardiff Business School, University of Wales College of Cardiff, Cleveland State University, Ohio, USA, Northern Arizona University, USA and California State University, USA, as well as visiting Professorship positions in Taiwan, Lithuania, Slovenia, Portugal, New Zealand and Brazil. He has been a Director of Doctoral programme for seventeen years, (i.e. for the Confederation of Scottish Business Schools, Cardiff Business School and School of Business and Management, University of Glasgow). Luiz Moutinho has been a full Professor of Marketing since 1989 and was appointed in 1996 to the Foundation Chair of Marketing at the University of Glasgow. He has published nineteen books and has published extensively in academic journals both in the UK and the USA, e.g. Journal of Business Research, European Journal of Marketing, etc. Current research interests include mathematical and computer modelling in marketing, consumer behaviour, and marketing of services. He is the Editor of the Journal of Modelling in Marketing and Management (JM2).