Purpose: Children are familiar with retail outlets (especially supermarkets) and the reality of shopping from an increasingly early age. In turn, retailers are actively engaging this young market, targeting them through various promotional strategies. One popular strategy adopted by grocery...

Purpose This paper aims to explore the correlates of parental mediation of pre-schoolers’ television advertising exposure, focusing on the influence of other siblings in the home. Design/methodology/approach Participants included 486 parents of pre-schoolers. A cross-sectional design involving...

Purpose The purpose of this paper is to understand the factors influencing young children’s (aged three to five years) understanding of brand symbolism. Design/methodology/approach Multiple hierarchical regression was used to analyse the relationships between age, gender and environmental...