...Guido Grunwald; Ali Kara; Deniz Zeren Purpose Despite the many challenges Fair Trade ( FT ) faces, it has shown steady market growth and consumer attention in developed markets, yet it remains relatively unknown in emerging markets. Drawing on the Theory of Planned Behavior ( TPB ), the Value...

..., such as guerrilla marketing, influence brand trust and performance, particularly in emerging markets. Clarifying how these age groups respond to guerrilla marketing, this research aims to provide insights for marketers on optimizing engagement strategies that align with cultural and generational preferences...

...Shana Axcell; Debbie Ellis Purpose With the increasing mobile activity of the Generation Z market (born after 1994), marketers’ interest in this social group is rising. This research paper aims to uncover the relatively unknown attitudes and behaviour of the youth market in an emerging market...

... understanding of customers and provides valuable guidelines to the modern marketer/retailer in designing the retail‐mix strategy in one of the fastest growing economies in the world. © Emerald Group Publishing Limited 2011 Consumer behaviour Decision making Young adults Clothing Emerging markets...