search query: @author O'Cass, A. / total: 12
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| Author: | O'Cass, A. Clarke, P. |
| Title: | Dear Santa, do you have my brand? A study of the brand requests, awareness and request styles at Christmas time |
| Journal: | Journal of Consumer Behaviour
2002 : SEP, VOL. 2:1, p. 37-53 |
| Index terms: | Consumer behaviour Brands Brand loyalty Children Australia |
| Language: | eng |
| Abstract: | The authors examine brand awareness and request styles at Christmas of Australian children and adults. The study is based on the content analysis of letters written by children to Santa Claus. The results indicate that children are brandorientated in their request behaviour, adopt fairly meaningsful request strategies and use visual imagery ie graphics in their communication startegies in their attempts to secure their requested gifts and specific brands. |
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