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Keywords: Purchase decision
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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...
Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2012) 13 (2): 176–187.
Published: 08 June 2012
...Robert Opoku Purpose The role that peer influence plays in shaping young adult consumers' products purchase decision cannot be overemphasized. The purpose of this paper is to investigate the role of peer influence in shaping young adult male consumers' product purchase decisions in Saudi Arabia...
