IDEAS home Printed from https://ideas.repec.org/p/cap/mpaper/102009.html
   My bibliography  Save this paper

CHILDREN THOUGHTS about BRANDS

Author

Listed:
  • Ana Côrte-Real

    (Faculdade de Economia e Gestão, Universidade Católica Portuguesa - Porto)

  • Paulo Lencastre

    (Faculdade de Economia e Gestão, Universidade Católica Portuguesa - Porto)

Abstract

The paper explores theoretically and empirically the brand concept among children. Group interviews were conducted to examine the children’s associations to this concept. 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.

Suggested Citation

  • Ana Côrte-Real & Paulo Lencastre, 2009. "CHILDREN THOUGHTS about BRANDS," Working Papers de Gestão (Management Working Papers) 10, Católica Porto Business School, Universidade Católica Portuguesa.
    • Handle: RePEc:cap:mpaper:102009
    as

    Download full text from publisher

    File URL: http://www.feg.porto.ucp.pt/docentes/repec/WP/102009%20-%20Corte-Real%20-%20ChildrenThoughtsAboutBrands.pdf
    File Function: First version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    2. Belk, Russell W & Bahn, Kenneth D & Mayer, Robert N, 1982. "Developmental Recognition of Consumption Symbolism," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(1), pages 4-17, June.
    3. John, Deborah Roedder, 1999. "Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 183-213, December.
    4. C. Pecheux & C. Derbaix, 2002. "L'attitude de l'enfant envers une nouvelle marque: de la nécessité d'une phase de fixation ?," Post-Print hal-02020614, HAL.
    5. John, Deborah Roedder & Sujan, Mita, 1990. "Age Differences in Product Categorization," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(4), pages 452-460, March.
    6. Macklin, M Carole, 1994. "The Impact of Audiovisual Information on Children's Product-Related Recall," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 154-164, June.
    7. Bahn, Kenneth D, 1986. "How and When Do Brand Perceptions and Preferences First Form? A Cognitive Developmental Investigation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(3), pages 382-393, December.
    8. Aaker, David A. & Shansby, J. Gary, 1982. "Positioning your product," Business Horizons, Elsevier, vol. 25(3), pages 56-62.
    9. Zhang, Shi & Sood, Sanjay, 2002. ""Deep" and "Surface" Cues: Brand Extension Evaluations by Children and Adults," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 129-141, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hogg, Margaret K. & Banister, Emma N. & Stephenson, Christopher A., 2009. "Mapping symbolic (anti-) consumption," Journal of Business Research, Elsevier, vol. 62(2), pages 148-159, February.
    2. Sabrina Bruyneel & Laurens Cherchye & Sam Cosaert & Bram De Rock & Siegfried Dewitte, 2020. "Verbal Aptitude Hurts Children’s Economic Decision Making Accuracy," Working Papers ECARES 2020-22, ULB -- Universite Libre de Bruxelles.
    3. Heleen van der Meulen & Rinaldo Kühne & Suzanna J. Opree, 2018. "Validating the Material Values Scale for Children (MVS-c) for Use in Early Childhood," Child Indicators Research, Springer;The International Society of Child Indicators (ISCI), vol. 11(4), pages 1201-1216, August.
    4. Iris Vermeir & Dieneke Sompel, 2014. "Assessing the What Is Beautiful Is Good Stereotype and the Influence of Moderately Attractive and Less Attractive Advertising Models on Self-Perception, Ad Attitudes, and Purchase Intentions of 8–13-Y," Journal of Consumer Policy, Springer, vol. 37(2), pages 205-233, June.
    5. Williams, Janine & Ashill, Nicholas & Thirkell, Peter, 2016. "How is value perceived by children?," Journal of Business Research, Elsevier, vol. 69(12), pages 5875-5885.
    6. Downey, Hilary & Ellis, Sarah, 2008. "Tails of animal attraction: Incorporating the feline into the family," Journal of Business Research, Elsevier, vol. 61(5), pages 434-441, May.
    7. Paladino, Angela & Pandit, Ameet P., 2012. "Competing on service and branding in the renewable electricity sector," Energy Policy, Elsevier, vol. 45(C), pages 378-388.
    8. Kevin Lane Keller, 2016. "Reflections on customer-based brand equity: perspectives, progress, and priorities," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 1-16, June.
    9. Balakrishnan, Janarthanan & Foroudi, Pantea & Dwivedi, Yogesh K., 2020. "Does online retail coupons and memberships create favourable psychological disposition?," Journal of Business Research, Elsevier, vol. 116(C), pages 229-244.
    10. Stead, Martine & McDermott, Laura & MacKintosh, Anne Marie & Adamson, Ashley, 2011. "Why healthy eating is bad for young people's health: Identity, belonging and food," Social Science & Medicine, Elsevier, vol. 72(7), pages 1131-1139, April.
    11. Muhammad Mohsin Butt & Saadia Mushtaq & Alia Afzal & Kok Wei Khong & Fon Sim Ong & Pui Fong Ng, 2017. "Integrating Behavioural and Branding Perspectives to Maximize Green Brand Equity: A Holistic Approach," Business Strategy and the Environment, Wiley Blackwell, vol. 26(4), pages 507-520, May.
    12. Roger B Mason, 2013. "The ‘Chav’ Subculture: Branded Clothing as an Extension of the Self," Journal of Economics and Behavioral Studies, AMH International, vol. 5(3), pages 173-184.
    13. LaTour, Kathryn & LaTour, Michael S. & Zinkhan, George M., 2010. "Coke is It: How stories in childhood memories illuminate an icon," Journal of Business Research, Elsevier, vol. 63(3), pages 328-336, March.
    14. Saima Husain & Amber G. Rashid, 2018. "Exploring brand symbolism amongst 10 year-old urban Pakistani children," Business Review, School of Economics and Social Sciences, IBA Karachi, vol. 13(2), pages 117-131, July-Dece.
    15. Mudassir Husnain & M Waheed Akhtar, 2015. "Impact of Lifestyle on Brand Preferences (Genuine versus Counterfeits Smartphones)," Journal of Business Administration Research, Journal of Business Administration Research, Sciedu Press, vol. 4(2), pages 30-39, October.
    16. Hsieh, Yi-Ching & Chiu, Hung-Chang & Lin, Chia-Chi, 2006. "Family communication and parental influence on children's brand attitudes," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1079-1086, October.
    17. Feenstra, Florence & Muzellec, Laurent & de Faultrier, Brigitte & Boulay, Jacques, 2015. "Edutainment experiences for children in retail stores, from a child’s perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 47-56.
    18. Cagri Yalkin & Richard Rosenbaum-Elliott, 2014. "Talking Fashion in Female Friendship Groups: Negotiating the Necessary Marketplace Skills and Knowledge," Journal of Consumer Policy, Springer, vol. 37(2), pages 301-331, June.
    19. Bastian Popp & Herbert Woratschek, 2017. "Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth," Journal of Brand Management, Palgrave Macmillan, vol. 24(3), pages 250-270, May.
    20. Hota, Monali & Bartsch, Fabian, 2019. "Consumer socialization in childhood and adolescence: Impact of psychological development and family structure," Journal of Business Research, Elsevier, vol. 105(C), pages 11-20.

    More about this item

    Keywords

    Brands; children; associations;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cap:mpaper:102009. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ricardo Goncalves (email available below). General contact details of provider: https://edirc.repec.org/data/feucppt.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.