When do non-food brands matter to children?

Starc, Iva (author), Čater, Barbara (author)

The purpose of this article is to contribute to the body of knowledge on the topic of consumer socialization of children. There are growing concerns about marketing to children and the ethics behind it. It is therefore important to know how much marketers influence children and how their influence can be limited. Our study aims to provide insights into this phenomenon using the example of non-food brands in the context of Slovenia, where the topic has received little attention so far. The results of our qualitative research on six focus groups of children aged 7-13 show that there are differences in brand importance and brand recall between younger and older children. Children believe brands are important for specific non-food products; how%ever, older participants, rather than younger ones, believed that brands are important for a greater number of the non-food product groups presented. The results show that marketers are successfully trying to appeal to children, which is ethically questionable, so we propose some solutions to this problem.

• Language: English
• Keywords: marketing, tourism, consumer, children, brands, non-food products, brand perception, brand attitudes
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: EF - School of Economics and Business
• Publication status: Published
• Publication version: Version of Record
• Year: 2020
• Number of pages: Str. 75-86
• Numbering: Letn. 15, št. 29
• PID: 20.500.12556/RUL-132133
• UDC: 339.138
• ISSN on article: 1408-1652
• COBISS.SI-ID: 77277443
• Publication date in RUL: 13.10.2021

Record is a part of a journal

• Title: Akademija MM
• Shortened title: Akad. MM
• Publisher: Marketing magazin
• ISSN: 1408-1652
• COBISS.SI-ID: 65123840

Secondary language

• Language: Slovenian
• Title: Kdaj so otrokom pomembne blagovne znamke neživilskih izdelkov?

Abstract

Namen tega članka je prispevati k bazi znanja na temo socializacije otrok kot porabnikov. V zvezi z etičnostjo trženja otrokom se pojavlja vse več pomislekov, zato je pomembno vedeti, koliko tržniki vplivajo na otroke in kako je njihov vpliv mogoče omejiti. S svojo raziskavo želimo prispevati vpogled v ta pojav na primeru blagovnih znamk neživilskih izdelkov v kontekstu Slovenije, kjer je bila tematika proučevana v omejenem obsegu. Rezultati kvalitativne raziskave na šestih fokusnih skupinah otrok, starih od 7 do 13 let, kažejo, da obstajajo razlike v pomembnosti blagovne znamke in priklicu blagovne znamke med mlajšimi in starejšimi otroki. Otroci verjamejo, da so blagovne znamke pomembne za določene neživilske izdelke; vendar so v primerjavi z mlajšimi udeleženci starejši menili, da so blagovne znamke pomembne za večje število predstavljenih skupin neživilskih izdelkov. Rezultati kažejo, da so tržniki uspešni pri trženju izdelkov otrokom, kar je etično vprašljivo, zato v članku predlagamo možne rešitve tega problema.

• Keywords: trženje, turizem, potrošnik, otroci, blagovne znamke, neživilski izdelki, zaznavanje blagovnih znamk, odnos do blagovnih znamk