Publication
Children thoughts about brands
| dc.contributor.author | Côrte-Real, Ana | |
| dc.contributor.author | Lencastre, Paulo | |
| dc.date.accessioned | 2018-07-18T09:59:02Z | |
| dc.date.available | 2018-07-18T09:59:02Z | |
| dc.date.issued | 2009 | |
| dc.description.abstract | The paper explores theoretically and empirically the brand concept among children. Group interviews were conducted to examine the children’s associations to this concept. The data analysis was organized according to a circular frame (the circept frame), which allowed a content analysis based on a sequence of analogical concepts. Children’s answers suggest that the concept of brand is apprehended by children of 6/8 years old, furthermore, that children of this age have skills to separate the brand from the product concept and described it as a source of guarantee, of identification and of promises vehicle. | pt_PT |
| dc.description.version | info:eu-repo/semantics/publishedVersion | pt_PT |
| dc.identifier.citation | Côrte-Real, A., Lencastre, P. (2009). Children thoughts about brands. Working Papers: Management. N.º 10, 22 p. | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.14/25227 | |
| dc.language.iso | eng | pt_PT |
| dc.peerreviewed | no | pt_PT |
| dc.subject | Brands | pt_PT |
| dc.subject | children | pt_PT |
| dc.subject | associations | pt_PT |
| dc.title | Children thoughts about brands | pt_PT |
| dc.type | working paper | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | workingPaper | pt_PT |
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