... sites, some indication is given of the quest for identity of the youths of today in a UK locality. This study therefore provides a small but valuable stepping stone for a much larger investigation of this concept on a regional or national scale. Identity is viewed as a process that develops through...

... of methodologies was employed using jeans as a product type during wearer trials and focus group discussions. Theoretical concepts underpinning the paper include value branding, consumer perceptions and attitudes and their effects on purchasing behaviour in the youth market. Findings The research indicated...

... of identifying luxury brand consumers in terms of demographics for global marketers. Hye‐Jung Park can be contacted at: hpark@kpu.ac.kr © Emerald Group Publishing Limited 2008 Premier brands Culture Demographics Product differentiation Youth South Korea After almost completely opening...