Dammler, Axel; Barlovic, Ingo; Clausnitzer, Christian - In: Young Consumers 6 (2005) 2, pp. 11-16
Examines why children choose certain brands over others. Relates this to the fact that desirable brands appeal to our needs, so that successful brands address children’s needs. Shows how children seek a balance between learning new things (exploration) and relying on a socially and emotionally...