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Brand perceptions among school children


Wan Rashid, Wan Edura and Omar, Azura and Jusoff, Kamaruzaman (2008) Brand perceptions among school children. Asian Social Science, 4 (7). pp. 159-166. ISSN 1911-2017; ESSN: 1911-2025

Abstract / Synopsis

This paper aims to explore the perception of children towards brand consciousness by using drawings and open-ended questions. A total of 20 primary school were requested to draw what they think about two statements given related to a person with branded materials and a person without branded materials. After drawing, respondents were personally interviewed regarding belongings of branded goods with cheerfulness, friendship, behaviour characters and desire for belongings. Results from the analysis of the drawings and interviews indicate that that there are significant differences in the children perception of someone with or without branded materials. Based on these findings, one hypothesis was proposed about perception of children with regard the knowledge of brand awareness.

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Additional Metadata

Item Type: Article
Divisions: Faculty of Forestry
DOI Number: 10.5539/ass.v4n7p159
Publisher: Canadian Center of Science and Education
Keywords: Brand; Consciousness; Perceptions; School children; Consumer socialization
Depositing User: Norhazura Hamzah
Date Deposited: 28 Jul 2010 16:51
Last Modified: 23 Oct 2017 15:28
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