Kids and branding in a digital world /
Gunter, Barrie,
Kids and branding in a digital world / Barrie Gunter. - 1 online resource (205 pages)
Includes bibliographical references and index.
What is a brand? -- Kids and branding -- Emergence of brand consciousness -- Children and digital branding -- Branding potential of online social media -- Brands and advergames -- Brands and adverworlds -- Regulation and control of branding to children.
"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."--
English.
9781784997106 (electronic book) 1784997102 (electronic book) (hardback) (hardback) (paperback) (paperback) 1526104350 9781526104359
22573/ctt18dxrpb JSTOR
018073479 Uk 018258262 Uk
Brand name products.
Branding (Marketing)
Internet advertising and children.
Produits de marque.
Stratégie de marque.
branding.
Communication Studies.
Advertising & Society.
Advertising.
BUSINESS & ECONOMICS--Industrial Management.
BUSINESS & ECONOMICS--Management.
BUSINESS & ECONOMICS--Management Science.
BUSINESS & ECONOMICS--Organizational Behavior.
SOCIAL SCIENCE--Media Studies.
Internet advertising and children.
Branding (Marketing)
Brand name products.
Child consumers.
Mass media and children.
Electronic books.
Electronic books.
HD69.B7 / G86 2016eb
658.827083
Kids and branding in a digital world / Barrie Gunter. - 1 online resource (205 pages)
Includes bibliographical references and index.
What is a brand? -- Kids and branding -- Emergence of brand consciousness -- Children and digital branding -- Branding potential of online social media -- Brands and advergames -- Brands and adverworlds -- Regulation and control of branding to children.
"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."--
English.
9781784997106 (electronic book) 1784997102 (electronic book) (hardback) (hardback) (paperback) (paperback) 1526104350 9781526104359
22573/ctt18dxrpb JSTOR
018073479 Uk 018258262 Uk
Brand name products.
Branding (Marketing)
Internet advertising and children.
Produits de marque.
Stratégie de marque.
branding.
Communication Studies.
Advertising & Society.
Advertising.
BUSINESS & ECONOMICS--Industrial Management.
BUSINESS & ECONOMICS--Management.
BUSINESS & ECONOMICS--Management Science.
BUSINESS & ECONOMICS--Organizational Behavior.
SOCIAL SCIENCE--Media Studies.
Internet advertising and children.
Branding (Marketing)
Brand name products.
Child consumers.
Mass media and children.
Electronic books.
Electronic books.
HD69.B7 / G86 2016eb
658.827083