... of influence behaviors such as children observing their parents buy a brand, children participating in shopping and children attempting to develop a good impression through brand loyalty. The first two behaviors indicate the importance of brands advocating purchase behavior as a family activity. The measure...

...Joe Hazzam* Purpose In the context of fashion brands on Instagram platform, this study aims to investigate the impact of age on the relationships between informative, interactive and trendy social media marketing (SMM) activities, customer brand engagement (CBE) and brand loyalty. Design...

...Ahmed Rageh Ismail; Bang Nguyen; Junsong Chen; T.C. Melewar; Bahtiar Mohamad Purpose This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition, the study aims to segment...

...Violet Lazarevic Purpose The purpose of this paper is to argue that marketers need to create a relationship between their brand and generation Y consumers through various steps in order to increase brand loyalty of this notoriously disloyal segment. Design/methodology/approach A cohesive...

... for proposing that: H2. Tweens show low loyalty towards their mobile phone brand. Children (age groups) Customer satisfaction Brand loyalty Mobile communication systems Recently, tweens' influence on decisions regarding household purchases has grown (Siegel et al., 2004...

... and unpatronising way. Emphasises the importance of investing effort into really knowing the Generation Y market in order to develop an emotional connection with young customers that builds brand loyalty and encourages children to endorse the brand to their friends. Concludes with what brand managers need...

... olds) than previous generations, and the opportunities this gives to marketers. Discovers that tweens not only influence the brands they buy for themselves but also expensive family purchases. Examines how brand loyal they are, finding that brand loyalty increases sharply at the age of ten and peaks...

...Alan Bergstrom; Dannielle Blumenthal With a growing number of ‘Tween’ (children ages 7–14) consumers, getting and keeping the attention of this critical constituent group is increasingly important to marketers. Tweens' buying behaviour and brand loyalty are driven by unique factors, so developing...

...Shari Donnenfeld; Andy Goodhand The following paper highlights the findings from Nickelodeon UK's digital study designed to better understand the changed viewing dynamics in digital homes and how that will impact upon building brand loyalty. The findings have been captured in two models: viewer...