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Segmenting the online consumer market
The Internet has become mainstream in everyday communications and transactions. This research aims to provide a segmentation analysis for the online market based on the various uses of the Internet. The analysis shows that the online consumers form three global segments: the basic communicators (consumers that use the Internet mainly to communicate via e-mail), the lurking shoppers (consumers that employ the internet to navigate and to heavily shop), and the social thrivers (consumers that exploit more Internet interactive features to socially interact by means of chatting, blogging, video streaming, and downloading). Subsequent X 2 and ANOVA tests illustrate that consumers from these segments exhibit significantly divergent demographic and experience profiles.
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An exploration of men's brand relationships
The paper examines the applicability of the consumer-brand typology developed by Fournier to a segment of heterosexual male shoppers of fashion and grooming products. Managers must be cognizant of the variety of brand relationships that men form with regard to fashion and grooming in order to effectively appeal to this growing market. The new relationships identified exhibit the goal-driven nature of men's engagement with brands..
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What really works for teenagers: Human or fictional celebrity?
This study aims to explore the relative effectiveness of a human celebrity endorser vis-à-vis a fictional celebrity or character endorser on teenage consumers' attitudes. Further, the study also seeks to assess whether the effectiveness varies depending on the nature of the product being endorsed.
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Feeding children's desires? Child and parental perceptions of food promotion to the "under 8s"
The exploratory findings of this study suggest that younger children apply effective if less sophisticated pestering techniques than older children, and play a significant role in determining family food consumption. They demonstrate a purposeful and directed pursuit of food brands and products, along with an awareness of the purpose of promotion and a desire to use a number of persuasive techniques in their dealings with parents. This contradicts some of the existing thinking that younger children in the 3-8 year age group have little/less influence on purchasing food.
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"Mom! I've seen that on a commercial!" US preschoolers' recognition of brand logos
Results indicate that, while preschoolers may not know brand names, they often know the product associated with a logo. When shopping, children often reached and pointed toward products at their level. As they recognized brands or products, children often commented on their associations or experiences with them. The diaries revealed a variety of television and film viewing choices for preschoolers and the daily occurrence of logo recognition throughout the environment.
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