Children's brand symbolism understanding
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Anna R. McAlister; T. Bettina Cornwell
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Article
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2010
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John Wiley and Sons
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English
⚖ 179 KB
Against a background of research suggesting that brand symbolism understanding does not develop until 7 to 11 years of age, two studies investigate various aspects of preschool children's brand knowledge. While children's recognition of child-oriented brands is found to be significantly greater than