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How to Engage Children into the World of Traditional Car Brands? Exploration of Specific Touchpoints between Future Buyers in the Car Industry and Established Brands

Author

Listed:
  • Kamila Mikolajová
  • Květa Olšanová

Abstract

This paper aims to define the consumer journey of children through their childhood stages and provide specific touchpoints relevant for a given age, which could be integrated into the marketing communication of car brands to start building this young audience as future buyers. A qualitative study of children in different age brackets was used to identify their current and potential touchpoints with the car industry. The results of the study present specific stands on the prepurchase stage of the children's consumer journey where the brand might interact with children and build the long-term positive attitudes of this group of potential customers. Specific implications for the industry in terms of understanding the language of the mobile game applications, computer games, YouTubers and integrating those specific activities into the brand's marketing communication are highlighted for the car industry marketers.

Suggested Citation

  • Kamila Mikolajová & Květa Olšanová, 2017. "How to Engage Children into the World of Traditional Car Brands? Exploration of Specific Touchpoints between Future Buyers in the Car Industry and Established Brands," Central European Business Review, Prague University of Economics and Business, vol. 2017(3), pages 27-40.
    • Handle: RePEc:prg:jnlcbr:v:2017:y:2017:i:3:id:184:p:27-40
    DOI: 10.18267/j.cebr.184
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    References listed on IDEAS

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    More about this item

    Keywords

    consumer decision journey; brand touchpoints; advertising to children;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O25 - Economic Development, Innovation, Technological Change, and Growth - - Development Planning and Policy - - - Industrial Policy

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