Purpose – The paper seeks to offer a critique of the Piagetian developmental cognitive psychology model which dominates research into children and brand symbolism, and to propose consumer culture theory as an alternative approach. The paper also aims to present the design and interpretation of...

Purpose – Against a background of social concern about the commercialisation of childhood, the purpose of the paper is to analyse the commercial activity on the favourite web sites of UK children and report the views of a sample of parents and children. Design/methodology/approach – The...