The Development of Brand Meaning in Children and Adolescents

In a study with 54 children and adolescents ages 7-18, we examine how brands change meaning across age groups. Results indicate age differences in the overall meaning and image of brands. Specifically, 3rd/4th graders view brands more concretely, as a picture or word, compared to 7th/8th graders, who view brands more abstractly, as socially significant aspects of their environment. Differences of this nature were less clear between 7th/8th and 11th/12th graders, suggesting perhaps that most of the dramatic changes in children’s development of brand meaning and brand images occur by early adolescence.


Eileen Fischer, Pauline Maclaran, and Cele Otnes (2005) ,"The Development of Brand Meaning in Children and Adolescents", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 83-83.


Eileen Fischer, York University
Pauline Maclaran, Leicester University
Cele Otnes, University of Illinois at Urbana-Champaign


E - European Advances in Consumer Research Volume 7 | 2005

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