Online from: 1999
Subject Area: Marketing
Options: To add Favourites and Table of Contents Alerts please take a Emerald profile
|Title:||Using brand character when targeting children: what for? An exploration of managers' and children's viewpoints|
|Author(s):||Valérie Hémar-Nicolas, (Assistant Professor at the Faculty of Jean Monnet - PESOR Research Center, Paris-Sud 11 University, Paris, France), Mathilde Gollety, (Marketing Professor at Evry Val d'Essonne University and a member of LARGEPA Research Center, Paris 2 Panthéon Assas University, Paris, France)|
|Citation:||Valérie Hémar-Nicolas, Mathilde Gollety, (2012) "Using brand character when targeting children: what for? An exploration of managers' and children's viewpoints", Young Consumers: Insight and Ideas for Responsible Marketers, Vol. 13 Iss: 1, pp.20 - 29|
|Keywords:||Brand awareness, Brand character, Brand image, Brand relationship, Child consumer, Children (age groups), Consumer behaviour, Familiarity|
|Article type:||Research paper|
|DOI:||10.1108/17473611211203911 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – Brands that target children frequently use a brand character to improve children's recall and recognition and to develop a relationship with young consumers. This paper aims to explore the reasons why marketers use brand characters to target children and how children perceive and understand them.
Design/methodology/approach – This work investigates both managers' and children's experiences, in order to compare them. Two studies are carried out: one with managers in charge of brand characters and another one with children aged between six and ten. In both cases, a qualitative approach based on semi-focused interviews is adopted.
Findings – This research contributes to a better understanding of the way children infer brand image from brand character. Second, it highlights a success key factor of brand character: its ability to build a close relationship with children. In addition it points out how this relationship can be fostered.
Originality/value – By exploring managers' and children's viewpoints, this research suggests some levers to build children's relationship with brand character and improve children's brand loyalty. This article gives an insight into the way brand character establishes a close relationship with children. In particular, it underlines that a child feels all the closer to a character if the character is used in the long-term and has experiences that resonate with his/her life.
To purchase this item please login or register.
Complete and print this form to request this document from your librarian