Journal of Marketing and Consumer Behaviour in Emerging Markets
This article explores children’s consumption practices from a sociology of consumption perspectiv... more This article explores children’s consumption practices from a sociology of consumption perspective. The aim is to discover whether South African children, in their consumption of clothing, engage in symbolic consumption and to identify the ways in which they do so. Existing studies on children and symbolic consumption have largely excluded African children, hence this study represents an attempt to include their voices in the conceptualisation of childhood consumer behaviour. Data were collected through a survey of 192 children aged 10–14, using a questionnaire developed from the literature on symbolic consumption. The article presents the design and implementation of a quantitative empirical study into children’s engagement in symbolic consumption. Exploratory factor analysis (EFA) was used to tease out the factors representing the ways in which children engage in symbolic consumption, while confirmatory factor analysis was used to verify the factor structure and test whether the d...
International Journal of Professional Business Review
Purpose: This study examined materialism among South African tweens. The goal of the study was to... more Purpose: This study examined materialism among South African tweens. The goal of the study was to determine whether demographic differences such as age, gender, and socioeconomic status have a bearing on children’s attitudes to materialism. Theoretical Framework: Scholarly interest into childhood materialism has been concerned with how materialism develops, how it is sustained and the effects of materialism. The current study hypothesises that age, gender and socioeconomic class have an influence on children’s attitudes on material happiness, material success, and material centrality as first- order constructs for materialism, and consequently, how they have an influence on materialism. Design/methodology/approach: The study adopted a quantitative methodology, with a self-administered questionnaire as the data collection instrument. An adapted 9-item Material Values Scale for children (MVS-c) was used to measure material centrality, material happiness and material success as fir...
International Journal of Research in Business and Social Science (2147- 4478)
The development of the child consumer market has often been criticised as the commercialisation o... more The development of the child consumer market has often been criticised as the commercialisation of childhood. Marketers have been accused of targeting children and grooming them for a lifetime of consumerism. The maelstrom of marketing activities aimed directly at children has led to their being more active than ever in the consumer culture space. An unfortunate consequence of this has been children becoming materialistic because of the commercial pressures of modern childhood. This study sought to determine whether South African tweens are materialistic. Existing studies on child materialism have largely excluded African children, hence the need for the current study. Data were collected through a survey of 192 schoolchildren, aged 10-14 (tween cohort), using an adapted short material values scale (MVS-c). The results of the study revealed that while South African tweens are active in consumer culture, they are largely not materialistic. This research furthers the academic inquiry ...
International Journal of Research in Business and Social Science (2147- 4478)
Leadership effectiveness is critical for organisational success. An assessment of the factors whi... more Leadership effectiveness is critical for organisational success. An assessment of the factors which promote leadership effectiveness is therefore warranted. The study sought to investigate the attributes of effective leaders within the retail industry and reveal how they influence the perceptions of subordinates of the level of leadership in the sector. A self-administered questionnaire was hand-delivered to a sample of managers employed by retailing firms in the greater Tshwane area. The researchers analysed survey data from 104 respondents, using exploratory factor analysis to tease out the factors representing the attributes of effective leaders relative to the level of leadership. The findings suggest that subordinates believed the level of leadership among retail managers to be average. The results of the multiple-factor analysis revealed four categories of attributes, namely skilful, inspiring, compassionate and persistent. The correlation analysis between the level of leaders...
Journal of Marketing and Consumer Behaviour in Emerging Markets
This article explores children’s consumption practices from a sociology of consumption perspectiv... more This article explores children’s consumption practices from a sociology of consumption perspective. The aim is to discover whether South African children, in their consumption of clothing, engage in symbolic consumption and to identify the ways in which they do so. Existing studies on children and symbolic consumption have largely excluded African children, hence this study represents an attempt to include their voices in the conceptualisation of childhood consumer behaviour. Data were collected through a survey of 192 children aged 10–14, using a questionnaire developed from the literature on symbolic consumption. The article presents the design and implementation of a quantitative empirical study into children’s engagement in symbolic consumption. Exploratory factor analysis (EFA) was used to tease out the factors representing the ways in which children engage in symbolic consumption, while confirmatory factor analysis was used to verify the factor structure and test whether the d...
International Journal of Professional Business Review
Purpose: This study examined materialism among South African tweens. The goal of the study was to... more Purpose: This study examined materialism among South African tweens. The goal of the study was to determine whether demographic differences such as age, gender, and socioeconomic status have a bearing on children’s attitudes to materialism. Theoretical Framework: Scholarly interest into childhood materialism has been concerned with how materialism develops, how it is sustained and the effects of materialism. The current study hypothesises that age, gender and socioeconomic class have an influence on children’s attitudes on material happiness, material success, and material centrality as first- order constructs for materialism, and consequently, how they have an influence on materialism. Design/methodology/approach: The study adopted a quantitative methodology, with a self-administered questionnaire as the data collection instrument. An adapted 9-item Material Values Scale for children (MVS-c) was used to measure material centrality, material happiness and material success as fir...
International Journal of Research in Business and Social Science (2147- 4478)
The development of the child consumer market has often been criticised as the commercialisation o... more The development of the child consumer market has often been criticised as the commercialisation of childhood. Marketers have been accused of targeting children and grooming them for a lifetime of consumerism. The maelstrom of marketing activities aimed directly at children has led to their being more active than ever in the consumer culture space. An unfortunate consequence of this has been children becoming materialistic because of the commercial pressures of modern childhood. This study sought to determine whether South African tweens are materialistic. Existing studies on child materialism have largely excluded African children, hence the need for the current study. Data were collected through a survey of 192 schoolchildren, aged 10-14 (tween cohort), using an adapted short material values scale (MVS-c). The results of the study revealed that while South African tweens are active in consumer culture, they are largely not materialistic. This research furthers the academic inquiry ...
International Journal of Research in Business and Social Science (2147- 4478)
Leadership effectiveness is critical for organisational success. An assessment of the factors whi... more Leadership effectiveness is critical for organisational success. An assessment of the factors which promote leadership effectiveness is therefore warranted. The study sought to investigate the attributes of effective leaders within the retail industry and reveal how they influence the perceptions of subordinates of the level of leadership in the sector. A self-administered questionnaire was hand-delivered to a sample of managers employed by retailing firms in the greater Tshwane area. The researchers analysed survey data from 104 respondents, using exploratory factor analysis to tease out the factors representing the attributes of effective leaders relative to the level of leadership. The findings suggest that subordinates believed the level of leadership among retail managers to be average. The results of the multiple-factor analysis revealed four categories of attributes, namely skilful, inspiring, compassionate and persistent. The correlation analysis between the level of leaders...
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