Zelinsky, Annika S.; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2016) 5, pp. 47-56
Children play a key role when it comes to their parents' buying decisions. It is obvious that this is an important fact for brands and their products. For strong brand-consumer-relationships it is very interesting to start building this relationship as early as possible and ethically acceptable....
