Learning brands

Date of publication: August 1, 2000

Abstract:

Children, as children ,are significant spenders and consumers ; as prospective adults, they are the market of the future. As young consumers they are also students of the market, learning to recognize brands and associate them with products and ultimately preferences. Advertising’s influence on children has received considerable attention (Mizerski 1995), but it does not operate in isolation. The purpose of this study is to determine the ability of young children (ages3-5) to recognize brand logos and their associated products. A model of recognition that includes age, product exposure ,television viewing, and gender considered jointly as well as the effect of age on the influence of television, is proposed and empirically tested with 300 pre-school children.

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