Barrie Gunter
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Children and digital branding
in Kids and branding in a digital world
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The emergence of digital communications media has transformed the marketing landscape for all consumers. Marketers have embraced many new platforms for the promotion of their brands during the 21st century. The emergence of the internet has been a critical factor here along with the dramatic rise of mobile technology and the increased computerisation of television sets. These developments have enabled marketers to establish new forms of brand marketing that often differ in their appearance from the more traditional styles of advertising in the older mass media and retail settings. The current chapter begins by examining how children respond to overt and distinctive brand marketing whereby brand messages are clearly differentiated from the non-advertising content in which they are embedded and then how this might differ from newer digital marketing forms. With traditional forms of brand promotion, what do we know about children’s consumer socialisation and how relevant is that older learning in enabling them to cope with newer forms of digital marketing?

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