Read more
Informationen zum Autor Barrie Gunter is Emeritus Professor in Media and Communication at the University of Leicester Klappentext This book is about how kids become engaged with brands, and how their relationship with them changes over time as they mature as consumers. Children are introduced to brands at an early age, and they have become increasingly brand conscious. As consumer markets have developed and become more crowded and competitive, so brands have become more important in enabling consumers to make informed choices. However, it may not always be in a child's best interests to develop a preoccupation with brands, particularly if they influence the way they think about themselves. This book examines the emergence of brand awareness among children and the importance of their cognitive development to their understanding of brands and consumer socialisation. It also sheds light on problems caused by the emergence of new forms of branding in the digital era, especially in online social media and virtual environments where so many children now spend a great deal of time, and explores the implications for children and for regulators. Zusammenfassung How do kids become engaged with brands? Does their relationship with them change throughout their life? Providing a detailed analysis of kids and branding! the author considers specific models of cognitive development throughout childhood. -- . Inhaltsverzeichnis 1. What is a brand?2. Kids and branding3. Emergence of brand consciousness4. Children and digital branding 5. Branding potential of online social media6. Brands and advergames7. Brands and adverworlds8. Regulation and control of branding to children BibliographyIndex
