Kids and Branding in a Digital World

Name: Kids and Branding in a Digital World
Brand: Manchester University Press
SKU: 9780719097874
Price: 9460.0 INR
Availability: InStock

by Barry Gunter

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ISBN13: 9780719097874
Binding: Hardcover
Subject: N/A
Publisher: Manchester University Press
Publisher Imprint: Manchester University Press
Publication Date: November 1, 2015
Pages: 208
Original Price: GBP 85.0
Language: English
Edition: N/A
Item Weight: 477 grams
BISAC Subject(s): Media Studies

About The Book

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.

About The Author

Barrie Gunter is Emeritus Professor in Media and Communication at the University of Leicester

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