Kids and branding in a digital world

Business & Finance, Marketing & Sales, Nonfiction, Social & Cultural Studies, Social Science
Cover of the book Kids and branding in a digital world by Barry Gunter, Manchester University Press
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Author: Barry Gunter ISBN: 9781784996482
Publisher: Manchester University Press Publication: November 1, 2015
Imprint: Manchester University Press Language: English
Author: Barry Gunter
ISBN: 9781784996482
Publisher: Manchester University Press
Publication: November 1, 2015
Imprint: Manchester University Press
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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