Purpose – The aim of this paper is, by using a semiotic approach to marketing, to evaluate the role of color and its influence on the choice behavior of children with regard to products where flavor is represented by color. Design/methodology/approach – The study was carried out as an...

Purpose – Brands that target children frequently use a brand character to improve children's recall and recognition and to develop a relationship with young consumers. This paper aims to explore the reasons why marketers use brand characters to target children and how children perceive and...

Purpose: The purpose of this paper is to provide a better understanding of what well-being means to children in the food context and to formulate recommendations about the way food retailers may take actions to promote children’s food well-being (FWB). Design/methodology/approach: A...

Purpose: A product colour plays an important role in consumers’ preferences. The purpose of this paper is to highlight the impact of the three-dimensional character of colour (brightness, saturation and vividness) on children’s behaviour towards a food product and as a source of well-being....