I'm not wearing that! Branding and young children

Hdl Handle:
http://hdl.handle.net/10149/96437
Title:
I'm not wearing that! Branding and young children
Authors:
Ross, J. (Jill); Harradine, R. (Rod)
Affiliation:
University of Teesside. Teesside Business School.
Citation:
Ross, J. and Harradine, R. (2004) 'I'm not wearing that! Branding and young children', Journal of Fashion Marketing and Management, 8 (1), pp.11-26.
Publisher:
Emerald
Journal:
Journal of Fashion Marketing and Management
Issue Date:
2004
URI:
http://hdl.handle.net/10149/96437
DOI:
10.1108/13612020410518664
Abstract:
This study was conducted at a school in the north-east of England using a range of research methods including pre-focus groups, focus groups, a census of all children and a survey of parents. It was designed to address a series of research questions related to the relationship between young school children and branding. The findings indicated that brand recognition commences at an early age with older age groups having greater brand awareness. Differences in the perceptions of parents and their children towards brands were identified, with parents expressing their concerns over the effects of branding. Older children were aware of the role of branding in enhancing self-esteem and acceptance in peer groups. It is suggested that the earlier the marketer establishes brand awareness and recognition in the child, the stronger the brand association and imagery are likely to be when they become independent as consumers.
Type:
Article
Language:
en
Keywords:
brand awareness; brand names; children; perceptions
ISSN:
1361-2026
Rights:
Author can archive post-print (ie final draft post-refereeing). For full details see http://www.sherpa.ac.uk/romeo/ [Accessed 13/04/2010]
Citation Count:
8 [Scopus, 13/04/2010]

Full metadata record

DC FieldValue Language
dc.contributor.authorRoss, J. (Jill)en
dc.contributor.authorHarradine, R. (Rod)en
dc.date.accessioned2010-04-13T15:06:36Z-
dc.date.available2010-04-13T15:06:36Z-
dc.date.issued2004-
dc.identifier.citationJournal of Fashion Marketing and Management; 8 (1): 11-26en
dc.identifier.issn1361-2026-
dc.identifier.doi10.1108/13612020410518664-
dc.identifier.urihttp://hdl.handle.net/10149/96437-
dc.description.abstractThis study was conducted at a school in the north-east of England using a range of research methods including pre-focus groups, focus groups, a census of all children and a survey of parents. It was designed to address a series of research questions related to the relationship between young school children and branding. The findings indicated that brand recognition commences at an early age with older age groups having greater brand awareness. Differences in the perceptions of parents and their children towards brands were identified, with parents expressing their concerns over the effects of branding. Older children were aware of the role of branding in enhancing self-esteem and acceptance in peer groups. It is suggested that the earlier the marketer establishes brand awareness and recognition in the child, the stronger the brand association and imagery are likely to be when they become independent as consumers.en
dc.language.isoenen
dc.publisherEmeralden
dc.rightsAuthor can archive post-print (ie final draft post-refereeing). For full details see http://www.sherpa.ac.uk/romeo/ [Accessed 13/04/2010]en
dc.subjectbrand awarenessen
dc.subjectbrand namesen
dc.subjectchildrenen
dc.subjectperceptionsen
dc.titleI'm not wearing that! Branding and young childrenen
dc.typeArticleen
dc.contributor.departmentUniversity of Teesside. Teesside Business School.en
dc.identifier.journalJournal of Fashion Marketing and Managementen
ref.citationcount8 [Scopus, 13/04/2010]en
or.citation.harvardRoss, J. and Harradine, R. (2004) 'I'm not wearing that! Branding and young children', Journal of Fashion Marketing and Management, 8 (1), pp.11-26.-
All Items in TeesRep are protected by copyright, with all rights reserved, unless otherwise indicated.