Forthcoming Articles

International Journal of Export Marketing

International Journal of Export Marketing (IJExportM)

Forthcoming articles have been peer-reviewed and accepted for publication but are pending final changes, are not yet published and may not appear here in their final order of publication until they are assigned to issues. Therefore, the content conforms to our standards but the presentation (e.g. typesetting and proof-reading) is not necessarily up to the Inderscience standard. Additionally, titles, authors, abstracts and keywords may change before publication. Articles will not be published until the final proofs are validated by their authors.

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International Journal of Export Marketing (One paper in press)

Regular Issues

  • Engaging consumer segments: a comparative analysis of branding strategies targeting younger vs. older audiences in the information technology industry   Order a copy of this article
    by Henrik G.S. Arvidsson 
    Abstract: This article examines generational differences in brand perception and engagement strategies within the information technology (IT) sector. Using a mixed-methods design, the study integrates thematic analysis of 30 qualitative interviews with survey data from 300 respondents across five professional sectors. Distinct patterns emerge in how younger (under 30) and older (30+) consumers interact with brands, build trust, and assess authenticity. Younger cohorts prioritise social responsibility, innovation, and emotional alignment, while older consumers emphasise reliability, heritage, and consistent service quality. These preferences are shaped by differing attitudes toward technology, communication channels, and data privacy. The study also highlights the growing role of AI-driven interfaces in branding, particularly among younger users. By linking recent literature with empirical findings, the paper addresses underexplored aspects of generational segmentation in IT branding. It concludes with strategic recommendations for marketers seeking to build cross-generational resonance in digitally mediated brand environments.
    Keywords: branding strategies; generational marketing; consumer engagement; digital branding; IT industry; artificial intelligence; virtual reality; brand loyalty; social responsibility; brand heritage.

 

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