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

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Official URL: http://ccsenet.org/journal/index.php/ass/article/viewFile/1388

Abstract

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.

Item Type:Article
Keyword:Brand, Consciousness, Perceptions, School Children, Consumer Socialization
Faculty or Institute:Faculty of Forestry
ID Code:7600
Deposited By: Norhazura Hamzah
Deposited On:28 Jul 2010 08:51
Last Modified:28 Jul 2010 08:52

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