Barrie Gunter
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Kids and branding
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This chapter examines the involvement of children with brands in more depth. It tracks the extent and nature of young consumers’ engagement with brands in the mass media era and introduces theories of cognitive development that can help us understand why children respond to brands in different ways as they progress through childhood. It examines also the debate between whether children’s psychological development can be conceived to pass through distinct ‘stages’ or whether it is a fluid process that occurs gradually and at different rates for different children? It also considers the way that children development and related brand awareness are measured and evaluates the quality of different types of research in enabling us to understand properly how this developmental process occurs.

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