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Kids and Branding In A Digital World
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Kids and Branding In A Digital World

Barrie Gunter

Abstract

Brands are introduced into the lives of consumers from an early age. Even before they start school, they can recognise brand names and ask for brands by name. The meaning of brands to children can vary dramatically with age. As with other aspects of consumer socialisation, children's initial orientation towards brands occurs at a superficial level because their level of cognitive development does not allow them to understand deeper-seated symbolic meanings of brands. This book examines these processes and how they evolve over the different stages of childhood. It considers specific models of c ... More

Keywords: Advertising, Branding, Marketing, Children, Consumers, Digital Branding

Bibliographic Information

Print publication date: 2015 Print ISBN-13: 9780719097874
Published to University Press Scholarship Online: May 2016 DOI:10.7228/manchester/9780719097874.001.0001

Authors

Affiliations are at time of print publication.

Barrie Gunter, author
University of Leicester