Watkins, Leah; Aitken, Robert; Thyne, Maree; Robertson, … - In: Marketing Intelligence & Planning 35 (2017) 7, pp. 907-922
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...