Marketing Intelligence & Planning: Volume 32 Issue 6

Unwrapping senior consumers’ packaging experiences

Lynn Sudbury-Riley

– The purpose of this paper is to investigate the experiences of older consumers with a range of product packaging.

The development of brand attitudes among young consumers

Maria Pagla, Ross Brennan

– The purpose of this paper is to examine factors affecting the development of brand attitudes and brand behavior among children aged seven to 12.

Consumers' willingness to pay for ethical attributes

Li-Wei Mai

In recent years, there has been a big increase in the use of ethical attributes as marketing appeals. The purpose of this paper is to examine consumers’ willingness to pay for…

Consumer confusion proneness: insights from a developing economy

Fandy Tjiptono, Denni Arli, Tania Bucic

The purpose of this paper is to examine young consumers’ general tendency to become confused and its effect on the word of mouth, trust, and consumer satisfaction in Indonesia