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Keywords: Brand relationship
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2012) 13 (1): 20–29.
Published: 09 March 2012
... an insight into the way brand character establishes a close relationship with children. In particular, it underlines that a child feels all the closer to a character if the character is used in the long‐term and has experiences that resonate with his/her life. Brand character Brand relationship Child...
