Social Determinants of Child-Brand Relationships:A Consumer Socialization Perspective

摘要：

Children are influential,primary and future customers.Its crucial for marketers and brand managers to catch them young.The aim of this paper is to explore possible social determinants of child-brand relationships.Firstly,with a brief literature review,the paper demonstrates that children can establish relationships with brands.Secondly,based on the theory of consumer socialization,the possible impacts of diverse socialization agents on child-brand relationships are discussed in detail.Finally,some implications and further researches are mentioned.

关键词： Children Brand Consumer-brand relationships Consumer socialization

作者: Guo Xiaochai Meng Lijun

作者单位: School of management,Zhejiang University

会议类型: 国际会议

会议名称: 2008杭州技术管理研讨会(MOT 2008)

会议地点: 杭州

会议语种:英文

页码: 420-423

在线出版日期: 2008-04-21（万方平台首次上网日期，不代表论文的发表时间）