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CHILDREN THOUGHTS about BRANDS

Author

Listed:
  • Ana Côrte-Real

    (Faculdade de Economia e Gestão, Universidade Católica Portuguesa - Porto)

  • Paulo Lencastre

    (Faculdade de Economia e Gestão, Universidade Católica Portuguesa - Porto)

Abstract

The paper explores theoretically and empirically the brand concept among children. Group interviews were conducted to examine the children’s associations to this concept. The data analysis was organized according to a circular frame (the circept frame), which allowed a content analysis based on a sequence of analogical concepts. Children’s answers suggest that the concept of brand is apprehended by children of 6/8 years old, furthermore, that children of this age have skills to separate the brand from the product concept and described it as a source of guarantee, of identification and of promises vehicle.

Suggested Citation

  • Ana Côrte-Real & Paulo Lencastre, 2009. "CHILDREN THOUGHTS about BRANDS," Working Papers de Gestão (Management Working Papers) 10, Católica Porto Business School, Universidade Católica Portuguesa.
    • Handle: RePEc:cap:mpaper:102009
    as

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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    Keywords

    Brands; children; associations;
    All these keywords.

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