Anzeige
Erschienen in:
2015 | OriginalPaper | Buchkapitel
What Happens After Adolescents Leave Home? The Development of Young Adults’ Brand Purchasing Patterns: The Case of College Students
verfasst von : Jingyun Zhang
Erschienen in: Creating and Delivering Value in Marketing
Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.
Wählen Sie Textabschnitte aus um mit Künstlicher Intelligenz passenden Patente zu finden. powered by
Markieren Sie Textabschnitte, um KI-gestützt weitere passende Inhalte zu finden. powered by
Previous research in consumer socialization and intergenerational influence (IGI) has focused on either the period of childhood or adulthood, little insight has been provided to the transition of the two periods. Using a qualitative in-depth interview method, this study reports findings on the development of young adults’ brand purchasing patterns after they leave home for the first time. In this study, not only a prior themes consistent with literature are confirmed, but also revealed some important themes and concepts, such as parents’ role as resocialization agent, which hasn’t been noted in the literature.