Teaching, Language & Reference

Kids and branding in a digital world

by Barry Gunter

Description

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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Manchester University Press

Manchester University Press

Manchester University Press is a leading UK publisher known for excellent research in the humanities and social sciences.

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Bibliographic Information

  • Publisher Manchester University Press
  • Publication Date November 2015
  • Orginal LanguageEnglish
  • ISBN/Identifier 9780719097874
  • Publication Country or regionUnited Kingdom
  • FormatHardback
  • Primary Price 115 USD
  • Pages208
  • ReadershipCollege/higher education; General/trade; Professional and scholarly
  • Publish StatusPublished
  • Dimensions234 X 156 Millimeters
  • Reference CodeIPR3258

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