Contemporary Consumption, Consumers and Marketing: Cases from Generations Y and Z

Cover
Half Title
Title Page
Copyright Page
Table of Contents
Illustrations
Preface
1 Relevance: Connecting with Consumers – Generations Y and Z Inspired by K-Pop
2 Reconstruction: Ideological Consumer Engagement – Vegan Extremism and BrewDog Revolution
3 Reassurance: Consumer Nostalgia and Never Growing Up – Otaku, Pokémon, Lego and Hikikomori
4 Reinvention: Evolving Consumer Identities – Observing RuPaul’s Drag race Fans and Reading Taylor Swift’s Lyrics
5 Reputation: Building and Breaking Brands Offline and Online – Halo Top, Angelababy and Fan Bingbing
6 Refraction: Alternative Realities and Marketing Fairy Tales – Myths Around Dropshipping, Meerkats and Backpackers
7 Renown: Consumers At the Centre of Attention – Tourists as Celebrities and Narcissism Normalisation
8 Rebalancing: Producing as Well as Consuming – The Success of Home-Made Spread Versus the Failure of Juicero
9 Re-Evaluating: Marketing Amidst Shit Life Syndrome – Oxycontin and Iron Challenges
10 Reviving: Bringing Marketing Back – Inspired by Sex Toys, Slave-Free Sugar and Marks & Spencer
Index