Brand Display Magnitudes and Young Children’s Brand Recognition

IF 4 Q2 BUSINESS

Australasian Marketing Journal Pub Date : 2021-03-12 DOI:10.1177/1839334921998872

Shasha Wang, Arnold Japutra

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引用次数: 1

Abstract

Young children (i.e., younger than 8) have low persuasion knowledge (children’s persuasion knowledge [CPK]) of advertisements, low skepticism about advertising false claims, and a high tendency to recognize advertised brands, so they are seen as a vulnerable group by most of the society. These vulnerability issues can be largely influenced by the display magnitude of brands (i.e., prominently or nonprominently) due to these children’s limited capacity for memory, yet no researchers have studied this influence. An experiment-based study (N = 233, 4- to 7-year olds) with structured interviews were undertaken to understand the impacts of brand display magnitude. Results show that CPK increases with young children’s recognition of the prominently displayed brand but decreases with their recognition of the nonprominently displayed brand. Skepticism toward the advertising message increases with the participant’s recognition of the prominently displayed brand and has no relationship with their recognition of the nonprominently displayed brand. Academic and managerial implications are discussed.

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品牌展示幅度与幼儿品牌认知

幼儿(即8岁以下)对广告的说服知识(儿童说服知识[CPK])较低，对广告虚假主张的怀疑程度较低，对广告品牌的认可度较高，被社会大多数人视为弱势群体。由于这些儿童的记忆能力有限，这些脆弱性问题可能在很大程度上受到品牌显示幅度(即显着或不显着)的影响，但没有研究人员研究过这种影响。以实验为基础的研究(N = 233, 4 ~ 7岁)，采用结构化访谈的方式来了解品牌展示幅度的影响。结果表明，CPK随着幼儿对显著展示品牌的识别而增加，而随着幼儿对非显著展示品牌的识别而降低。对广告信息的怀疑随着参与者对突出展示的品牌的认识而增加，而与他们对非突出展示的品牌的认识没有关系。讨论了学术和管理意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Australasian Marketing Journal BUSINESS-

CiteScore

14.90

自引率

16.70%

发文量

期刊介绍： The Australasian Marketing Journal (AMJ) is the official journal of the Australian and New Zealand Marketing Academy (ANZMAC). It is an academic journal for the dissemination of leading studies in marketing, for researchers, students, educators, scholars, and practitioners. The objective of the AMJ is to publish articles that enrich and contribute to the advancement of the discipline and the practice of marketing. Therefore, manuscripts accepted for publication will be theoretically sound, offer significant research findings and insights, and suggest meaningful implications and recommendations. Articles reporting original empirical research should include defensible methodology and findings consistent with rigorous academic standards.