The paper explores theoretically and empirically the brand and the mascot concept among children. Group interviews were conducted to examine the children’s associations to those concepts. The data analysis was organized according to a circular frame (the circept frame), which allowed a content analysis based on a sequence of analogical concepts. Children’s answers suggest that the concept of brand is apprehended by children of 6/8 years old, furthermore, that children of this age have skills to separate the brand from the product concept and described it as a source of guarantee, of identification and of promises vehicle. As far as mascots perception is concerned, children’s answers show that they are an important way to develop the relatio...
This thesis examines value perception as part of the decision to purchase, from the perspective of t...
Children in this world almost immersed in the environment of brands. Acquiring brand knowledge is ne...
Young children (i.e., younger than 8) have low persuasion knowledge (children’s persuasion knowledge...
The paper explores theoretically and empirically the brand concept among children. Group interviews...
The purpose of the research is to investigate when young children develop brand awareness by means o...
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Managemen...
To offer a critique of the Piagetian developmental cognitive psychology model which dominates resear...
This research addresses the question of how mascots design characteristics affect children recogniti...
This paper aims to explore the perception of children towards brand consciousness by using drawings ...
How children assess a product's brand and other perceptual attributes is one of the primary issu...
We explored the way that children use brand names in making consumer judgments. Brand names can serv...
The theme of the colloquium is “Branding and Society”. The promotion of brands among children is an ...
Contains fulltext : 134968.pdf (publisher's version ) (Closed access)The aim of th...
The paper focuses on how social media usage by children determines their interactions with consumer ...
Many marketers aim plant the seed of brand recognition into the mind of young consumers. This paper ...
This thesis examines value perception as part of the decision to purchase, from the perspective of t...
Children in this world almost immersed in the environment of brands. Acquiring brand knowledge is ne...
Young children (i.e., younger than 8) have low persuasion knowledge (children’s persuasion knowledge...
The paper explores theoretically and empirically the brand concept among children. Group interviews...
The purpose of the research is to investigate when young children develop brand awareness by means o...
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Managemen...
To offer a critique of the Piagetian developmental cognitive psychology model which dominates resear...
This research addresses the question of how mascots design characteristics affect children recogniti...
This paper aims to explore the perception of children towards brand consciousness by using drawings ...
How children assess a product's brand and other perceptual attributes is one of the primary issu...
We explored the way that children use brand names in making consumer judgments. Brand names can serv...
The theme of the colloquium is “Branding and Society”. The promotion of brands among children is an ...
Contains fulltext : 134968.pdf (publisher's version ) (Closed access)The aim of th...
The paper focuses on how social media usage by children determines their interactions with consumer ...
Many marketers aim plant the seed of brand recognition into the mind of young consumers. This paper ...
This thesis examines value perception as part of the decision to purchase, from the perspective of t...
Children in this world almost immersed in the environment of brands. Acquiring brand knowledge is ne...
Young children (i.e., younger than 8) have low persuasion knowledge (children’s persuasion knowledge...