Purpose – The purpose of this paper is to examine factors affecting the development of brand attitudes and brand behavior among children aged seven to 12. Design/methodology/approach – The study involved a literature review investigating the theoretical models underlying studies of brand...

Purpose – The purpose of this paper is to discuss the range of potential influences on children's food choices, while suggesting that recent restrictions on advertising of some foods may not be as effective as expected. It aims to use home‐delivered food promotional materials to illustrate...