Children in the industrialized world are almost completely immersed in the brandscape (Pecheux & Derbaix, 1999). Brand messages appear everywhere—on the street, in stores, in printed matter, on buses, and on television. Brands are important to children and become more important with age (Achenreiner & John, 2003). To realize their desires, children frequently enter the marketplace and make purchases for themselves, which some children do as young as 4 years of age (McNeal & Yeh, 1997). On the shelves of any marketplace, there are many products on display, and product brand is not the only salient feature for children. Other...
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