search query: @author Derbaix, C. / total: 9
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| Author: | Pecheux, C. Derbaix, C. |
| Title: | Children and attitude toward the brand: a new measurement scale |
| Journal: | Journal of Advertising Research
1999 : JUL, VOL. 39:4, p. 19-27 |
| Index terms: | Brands Consumption Children Measurement |
| Language: | eng |
| Abstract: | In this paper the authors detail the building of a scale measuring the attitude toward the brand, especially suited to children aged 8 to 12. After data collections the research generated a scale characterized by two factors: hedonic and utilitarian. |
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