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| 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. |
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