Brand (new) knowledge: exploring children’s brand knowledge and brand relationships, focusing on brands that are not in typical children categories

Keywords
Loading...
Thumbnail Image
Issue Date
2019-07-02
Language
en
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
This research fills in this gap in the literature about brands and children, by exploring the brand knowledge and brand relationships of children, focusing on brands that are not in typical children categories. This research further focuses on children in the age category of seven to eleven years old. Semi-structured in-depth interviews with children were conducted. These interviews focused on brands that are not in typical children categories, but which they are regularly exposed to. Examples are household brands, retail store brands, car brands and electronic brands. The children’s parents were also interviewed. The results of this research indicate that children develop brand knowledge about brands, that are not in typical children categories, to a quite large extent. The extent to which children, in this age category, develop brand relationships seems quite limited. The discussion indicated various theoretical contributions and interesting suggestions for further research. The results of this research are relevant for academics in the field of marketing, brand management and psychology. Furthermore, this research contributes to managerial practice, through offering specific managerial recommendations.
Description
Citation
Supervisor
Faculty
Faculteit der Managementwetenschappen
Specialisation