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| Tekijä: | Mizerski, R. |
| Otsikko: | The relationship between cartoon trade character recognition and attitude toward product category in young children |
| Lehti: | Journal of Marketing
1995 : OCT, VOL. 59:4, p. 58-70 |
| Asiasana: | |
| Vapaa asiasana: | WERBEFORSCHUNG, MARKENARTIKEL, KONSUMGÜTER |
| Kieli: | eng |
| Tiivistelmä: | The author reviews and tests the effect of cartoon trade characters on product recognition and attitude on children 3 to 6 years of age. High levels of product and trade character recognition were found. The recognition of trade characters tended to increase with the age of the child. The level of recognition and favourable attitude toward the product were positively associated with age except for cigarettes. Because the possibility of demand artifacts cannot be ruled out, these findings must be interpreted with caution. |
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