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Keywords: Generation alpha
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2026) 27 (3): 367–388.
Published: 30 December 2025
... Limited 2025 Emerald Publishing Limited Licensed re-use rights only Generation alpha Market segmentation Latent class analysis Cross-country research The generational cohort theory (GCT) posits that populations can be divided into sets of individuals who share common birth years (Van...
Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2025) 26 (4): 645–664.
Published: 16 May 2025
...Regina Jihea Ahn; Beatriz Feijoo; Charo Sádaba; Erika Fernández-Gómez Purpose This study aims to examine how four message attributes – entertainment, credibility, personalization and irritation – are associated with Generation Alpha’s attitudes and behavioral intentions toward mobile advertising...
Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2022) 23 (2): 282–303.
Published: 12 November 2021
...Ashish Gupta; Jitender Kumar; Tavishi Tewary; Nirmaljeet Kaur Virk Purpose This study aims to understand the influence of cartoon characters on the generation alpha (GA) in purchase decision-making, supported by the theory of planned behaviour. Design/methodology/approach Quantitative study...
