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Kids and Branding In A Digital World$
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Barrie Gunter

Print publication date: 2015

Print ISBN-13: 9780719097874

Published to Manchester Scholarship Online: May 2016

DOI: 10.7228/manchester/9780719097874.001.0001

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Kids and branding

Kids and branding

(p.22) 2 Kids and branding
Kids and Branding In A Digital World

Barrie Gunter

Manchester University Press

This chapter examines the involvement of children with brands in more depth. It tracks the extent and nature of young consumers’ engagement with brands in the mass media era and introduces theories of cognitive development that can help us understand why children respond to brands in different ways as they progress through childhood. It examines also the debate between whether children's psychological development can be conceived to pass through distinct ‘stages’ or whether it is a fluid process that occurs gradually and at different rates for different children? It also considers the way that children development and related brand awareness are measured and evaluates the quality of different types of research in enabling us to understand properly how this developmental process occurs.

Keywords:   Brand awareness, Brand susceptibility, Consumer development, Early brand experiences, Executive functioning, Persuasion knowledge, Piagetian stages, Theory of mind

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