Children's Attitude toward the Brand: A New Measurement Scale - Children represent both an important current and future market. Knowing their attitudes toward specific brands is of the utmost importance. In order to conduct studies with children and brand-choice behavior, brand loyalty, brand extensions, brand-image studies, advertisements' impact, etc, children's attitude toward brands has to be ...
Year of publication: |
1999
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Authors: | Pecheux, Claude ; Derbaix, Christian |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 39.1999, 4, p. 19-28
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