Consumer savvy and intergenerational effects

This paper examines the concept of consumer savvy, distinguishing consumer savvy from marketing savvy, and examine three ways of measuring consumer savvy in adults and children.
  

Consumer savvy and intergenerational effects

Clive NancarrowBristol Business School, UWE

Julie TinsonUniversity of Stirling

Ian BraceTNS UK

THE CONCEPTS OF CONSUMER AND MARKETING SAVVY

Savvy is an increasingly popular term applied to consumers...

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