Children and their brands: how young consumers relate to brands
Abstract
Purpose The purpose of this study is to understand and explain the process by which child consumers form relationships with brands. Specifically, the authors attempt to understand how child consumers conceptualize brands, why and how they decide to engage in relationships with brands and why they decide to breakup with brands though sometimes reconcile with them. Design/methodology/approach A mixed methodology was followed in this research. On...
Paper Details
Title
Children and their brands: how young consumers relate to brands
Published Date
Mar 19, 2018
Volume
35
Issue
2
Pages
130 - 142
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Notes
History