English, Article, Journal or magazine article edition: CHILDREN THOUGHTS ABOUT BRANDS Ana Côrte-Real; Paulo Lencastre

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Bookmark: http://trove.nla.gov.au/version/21445
Physical Description
  • preprint
Language
  • English

Edition details

Title
  • CHILDREN THOUGHTS ABOUT BRANDS
Author
  • Ana Côrte-Real
  • Paulo Lencastre
Physical Description
  • preprint
Notes
  • 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.
  • Brands, children, associations
  • RePEc:cap:mpaper:102009
Language
  • English
Contributed by
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