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L'attitude de l'enfant envers une nouvelle marque: de la nécessité d'une phase de fixation ?

Author

Listed:
  • C. Pecheux
  • C. Derbaix

    (UCL - Université Catholique de Louvain = Catholic University of Louvain)

Abstract

Cette recherche étudie la formation et les conséquences comportementales de l'attitude envers une nouvelle marque dans un contexte d'exposition publicitaire chez des enfants âgés de 8 à 12 ans. Au moyen d'une approche expérimentale, cet article illustre le rôle central de la marque chez l'enfant et insiste sur la nécessité de fixer l'attitude envers une nouvelle marque pour espérer obtenir un impact ultérieur.

Suggested Citation

  • C. Pecheux & C. Derbaix, 2002. "L'attitude de l'enfant envers une nouvelle marque: de la nécessité d'une phase de fixation ?," Post-Print hal-02020614, HAL.
    • Handle: RePEc:hal:journl:hal-02020614
    DOI: 10.1177/076737010201700305
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    Cited by:

    1. 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.

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