CHILDREN THOUGHTS about BRANDS

Ana Côrte-Real () and Paulo Lencastre ()
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Ana Côrte-Real: Faculdade de Economia e Gestão, Universidade Católica Portuguesa - Porto

No 10, Working Papers de Gestão (Management Working Papers) from Católica Porto Business School, Universidade Católica Portuguesa

Abstract: The paper explores theoretically and empirically the brand concept among children. Group interviews were conducted to examine the children’s associations to this concept. The data analysis was organized according to a circular frame (the circept frame), which allowed a content analysis based on a sequence of analogical concepts. Children’s answers suggest that the concept of brand is apprehended by children of 6/8 years old, furthermore, that children of this age have skills to separate the brand from the product concept and described it as a source of guarantee, of identification and of promises vehicle.

Keywords: Brands; children; associations (search for similar items in EconPapers)
Pages: 21 pages
Date: 2009-05
New Economics Papers: this item is included in nep-mkt
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