...Monica Chaudhary; Alberto Lopez; Rachel Rodriguez Purpose The purpose of this paper is to understand and explore how young children relate to brands. The paper specifically attempts to explore their favourite and everyday brands with which they interact, understand the phenomenon...

...Maria Pagla; Ross Brennan Purpose – The purpose of this paper is to examine factors affecting the development of brand attitudes and brand behavior among children aged seven to 12. Design/methodology/approach – The study involved a literature review investigating the theoretical models...

...Dr Ramendra Singh; Pavleen Soni; Jyoti Vohra Purpose – A large number of food advertisements are broadcast during children's programs which influence their food consumption habits. Globally, consumption of these foods is linked to increased incidence of obesity and other health-related disorders...

...Stephen Brown According to John Grant’s New Marketing Manifesto, contemporary consumers “act their shoe size not their age” by resolutely refusing to grow up. They are not alone. Managers too are adopting a kiddy imperative, as the profusion of primers predicated on children’s literature...

.... Schools located in prosperous areas were far more proactive in their approaches to sponsorship and employed headteachers with more positive attitudes towards marketing and sponsorship than schools in poorer neighbourhoods. © MCB UP Limited 1999 Children Management styles Market research...

...Carolyn Strong Asserts that the consumer power of children is growing in importance, as they represent a primary market that purchases its own products and services; an influential market that directs parental expenditures; and a future market. Aims to investigate and understand children’s...

...Ugur Yavas; Abdulla Abdul‐Gader A sample of 217 Saudi children was surveyed to determine the impact of television commercials on their purchase behaviour. Reports the results of this survey, broken down by gender and discusses their implications. Offers suggestions for future research. © MCB UP...