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

@article{Valkenburg2005IdentifyingDO,
  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},
  year={2005},
  volume={26},
  pages={456-468}
}
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

Tables from this paper

The development of brand awareness in young children: How do young children recognize brands?
The purpose of the research is to investigate when young children develop brand awareness by means of using some clues. A total of 66 children, aged 3–5, attending a preschool participated in theExpand
Young children's food brand knowledge. Early development and associations with television viewing and parent's diet
TLDR
Findings indicate that effects of food marketing for unhealthy foods take place through routes other than television advertising alone, and are present before pre-schoolers develop the concept of healthy eating. Expand
Environmental influences on pre-schooler’s understanding of brand symbolism
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/approachExpand
The development of brand attitudes among young consumers
Purpose – The purpose of this paper is to examine factors affecting the development of brand attitudes and brand behavior among children aged seven to 12. Design/methodology/approach – The studyExpand
Brand Display Magnitudes and Young Children’s Brand Recognition
Young children (i.e., younger than eight) have low persuasion knowledge (CPK) of advertisements, low scepticism about advertising false claims, and a high tendency to recognise advertised brands, soExpand
When does product brand matter to children?
  • Fei Wang, Shu Li
  • Psychology
  • International Journal of Market Research
  • 2018
How children assess a product’s brand and other perceptual attributes is one of the primary issues of consumer socialization. To date, we know little about the age at which children begin to perceiveExpand
Learning through experience: the impact of direct experience on children's brand awareness | NOVA. The University of Newcastle's Digital Repository
While advertising to children has been examined extensively within marketing literature, less attention has been given to other means by which children can gain awareness of products and brandsExpand
Discrepancies Between Parents' and Children's Attitudes Toward TV Advertising
TLDR
This study showed that parents tended to undervalue TV advertising's influence on their children, and parents' conformity was a significant predictor of children's attitude toward TV advertising. Expand
The effects of TV unhealthy food brand placement on children. Its separate and joint effect with advertising
TLDR
Results show that both brand awareness, and the behavioral disposition increased when children were exposed to this marketing technique (in comparison with the control group), and the joint use of advertising and placement (synergy) increased the effect of these communication tactics on children. Expand
Advertising's impact on pre‐schoolers’ brand knowledge and materialism
This article addresses the question of whether brand knowledge gained from exposure to television advertising leads to the early development of materialistic values in pre-school children.Expand
...
1
2
3
4
5
...

References

SHOWING 1-10 OF 46 REFERENCES
Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research
Twenty-five years of consumer socialization research have yielded an impressive set of findings. The purpose of our article is to review these findings and assess what we know about children'sExpand
Children, Advertising, and Product Experiences: A Multimethod Inquiry
Although the prepurchase effects of advertising on children are well documented, little is known about advertising's impact in conjunction with children's product usage experiences. Two studies, oneExpand
The Meaning of Brand Names to Children: A Developmental Investigation
We explored the way that children use brand names in making consumer judgments. Brand names can serve as a simple perceptual cue that identifies a product as one people are familiar with or one theyExpand
Preschoolers' Socialization as Consumers of Clothing and Recognition of Symbolism
To investigate the relative influence developmental and environmental factors have on young children's socialization as consumers 45 verbal preschool children (2 to 5 years) were administered aExpand
A Quasi-Experiment Assessing the Effectiveness of TV Advertising Directed to Children
A Quebec low eliminating advertising to children on Quebec TV stations left American border TV stations as the only source of TV commercials for toys and children's cereals. As a result,Expand
The Effects of Commercials for Adult Products on Children
The present study investigated the effect on children of exposure to TV commercials for adult products. An experiment was conducted testing the effects of exposure to commercials for lipstick andExpand
The effects of an advertising retrieval cue on young children's memory and brand evaluations
Young children's memory for television advertising is important in order for children to recognize brands in stores and/or to recall the brand name in making a purchase request. Two experimentsExpand
Dear Santa, do you have my brand? A study of the brand requests, awareness and request styles at Christmas time
This study examines brand awareness (preferences) and request styles (communication approaches) at Christmas of Australian children and adults. The study is founded in the growing Santa ClausExpand
The Impact of Children's Affective Reactions Elicited by Commercials on Attitudes toward the Advertisement and the Brand
Abstract This research investigates the impact of children's affective reactions elicited by TV ads on two essential indicators of advertising effectiveness: the attitude toward the ad (Aad) and postExpand
Children as Consumers: A Psychological Analysis of the Young People's Market
Preface 1. The Importance of the Children's Market 2. Socialization of Child Consumers 3. What Do Children Consume? 4. Children's Use and Understanding of Money 5. Advertising and Children:Expand
...
1
2
3
4
5
...