Identifying Determinants of Young Children's Brand Awareness: Television, Parents, and Peers.

  title={Identifying Determinants of Young Children's Brand Awareness: Television, Parents, and Peers.},
  author={Patti M. Valkenburg and Moniek Buijzen},
  journal={Journal of Applied Developmental Psychology},
The aim of this study was to investigate the development of young children's brand awareness, and the relative influence of environmental factors (e.g., television, parents, peers) on brand awareness. We presented 196 two- to eight-year-olds with 12 brand logos. After exposure to these logos, we asked children to mention the brand name (brand recall), and to choose the right brand from a number of available visual options (brand recognition). Two- to three-year-olds recalled only 1 out of 12… Expand

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