Kids and branding in a digital world Cover Image

Book

Kids and branding in a digital world / Barrie Gunter.

Summary:

"This book is about how kids become engaged with brands, and how their relationship with them changes over time as they mature as consumers. Children are introduced to brands at an early age, and they have become increasingly brand conscious. As consumer markets have developed and become more crowded and competitive, so brands have become more important in enabling consumers to make informed choices. However, it may not always be in a child's best interests to develop a preoccupation with brands, particularly if they influence the way they think about themselves. This book examines the emergence of brand awareness among children and the importance of their cognitive development to their understanding of brands and consumer socialisation. It also sheds light on problems caused by the emergence of new forms of branding in the digital era, especially in online social media and virtual environments where so many children now spend a great deal of time, and explores the implications for children and for regulators."--Publisher's web site.

Record details

ISBN: 9781784992453
ISBN: 1784992453
ISBN: 9780719097874
ISBN: 0719097878
Physical Description: 205 pages ; 24 cm
Publisher: Manchester : Manchester University Press, 2016.

Content descriptions

Bibliography, etc. Note:	Includes bibliographical references (pages 164-195) and index.
Formatted Contents Note:	What is a brand? -- Kids and branding -- Emergence of brand consciousness -- Children and digital branding -- Branding potential of online social media -- Brands and advergames -- Brands and adverworlds -- Regulation and control of branding to children.