| 儿童品牌意识的研究与展望 |
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| 引用本文： | 田学红,杜翠红. 儿童品牌意识的研究与展望[J]. 广告大观, 2009, 0(2): 13-16 |
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| 作者姓名： | 田学红 杜翠红 |
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| 作者单位： | [1]杭州师范大学教育学院院长 [2]杭州师范大学应用心理学2007级硕士研究生 |
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| 摘 要： | 儿童品牌意识对品牌选择和儿童消费行为有重要影响。文章阐述了儿童品牌意识的产生和发展过程，并探讨了影响儿童品牌意识的环境决定因素，包括：电视广告、家庭特征、同伴影响及消费文化。最后提出了关于儿童品牌意识的研究方向。
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| 关 键 词： | 儿童 品牌意识 电视广告 家庭特征 同伴影响 |
A review of children's brand awareness |
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| Tian Xuehong Du Cuihong. A review of children's brand awareness[J]. Advertisinc Panorama, 2009, 0(2): 13-16 |
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| Authors: | Tian Xuehong Du Cuihong |
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| Affiliation: | Tian Xuehong Du Cuihong |
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| Abstract: | Children's brand awareness had an important effect on the choice of brands and consumer behavior.This article expounded the development of children's brand awareness and the relative influence of environmental factors on brand awareness,including television exposure,family influences,peer influ-ence and consumer culture.We also proposed some questions about the present studies and the direction of the future research. |
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| Keywords: | Children Brand awareness Television exposure Family Peer influence |
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