search query: @freeterm SOCIAL INFLUENCE / total: 6
reference: 4 / 6
Author: | Ji, M.F. |
Title: | Child-brand relations: A conceptual framework |
Journal: | Journal of Marketing Management
2008 : JUL, VOL. 24:5-6, p. 603-619 |
Index terms: | marketing brands children |
Freeterms: | social influence |
Language: | eng |
Abstract: | In order to get a deeper understanding of how children (hereafter as: chrn.) form bonds with brands, this paper develops the Children as Potential Relationship Partner (CPRP) framework. It is proposed that chrn.'s potential to form relationships (here as: r-ship./r-ships.) with a brand depends on their motivation (M), opportunity (O), and ability (A) to do so. This r-ship. potential is represented by the MOA space, which is the product of the three dimensions. A set of propositions is developed to explain how chrn's motivation, opportunity, and ability determine the formation of child-brand r-ships. etc. |
SCIMA