Communication studies
Kids and branding in a digital world
by Barrie 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.
More Information
Manchester University Press
Manchester University Press is a leading UK publisher known for excellent research in the humanities and social sciences.
View all titlesBibliographic Information
- Publisher Manchester University Press
- Publication Date November 2015
- Orginal LanguageEnglish
- ISBN/Identifier 9781784992453 / 1784992453
- Publication Country or regionUnited Kingdom
- FormatPaperback
- Pages208
- ReadershipProfessional and scholarly
- Publish StatusPublished
- Dimensions234x156 mm
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