Children Learning Brands

Freely-elicited brand associations for McDonalds and KFC are collected from four gender-balanced groups of six, nine, twelve and twenty-one year old respondents. The associations are then classified into attributes, benefits and values by three judges, and analyzed by ANOVA. It is noted that as the children mature their brand associations shift from the tangible attributes, thru the less tangible benefits to intangible values. Conclusions are then drawn about the way in which children’s brand heuristics are formed and how marketers should monitor and teach appropriate features of their brand as their target market matures cognitively.


Roger Marshall, Na WoonBong, and Son Youngsoek (2006) ,"Children Learning Brands", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 263-267.


Roger Marshall, Auckland University of Technology, New Zealand
Na WoonBong, Kyunghee University, Seoul, Korea
Son Youngsoek, Hallym University, Seoul, Korea


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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