... perceptions Product category Buying behaviour Child consumers Children Parents Influence Buying process Rising competition, increasing consumer purchasing power and new technological opportunities are posing great challenges for marketers by creating a complex environment for consumer decision...

... and brands are the main socialization agents (Ward, 1974 ; Moschis and Churchill, 1978 ; Moschis and Moore, 1979 ; Moschis, 1985 ; Dotson and Hyatt, 2005). The most noteworthy work in the area of child’s consumer socialization was conducted by John (1999) . Roedder John (2008) proposed an interrelated...