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探讨儿童品牌意识的发展是消费社会化研究的重要组成部分,并且对于针对儿童的营销传播也有指导意义。该文通过问卷调查法分别探讨了儿童品牌回忆和品牌再认的发展,并描绘出7-11岁儿童品牌意识的发展曲线。研究一通过自由回忆和线索回忆考查了儿童的品牌回忆水平,结果显示,随着年龄的增加,儿童品牌回忆的水平逐渐提高,并且,三个年龄组儿童品牌回忆的水平有显著的差异。研究二则通过展示品牌标示要求儿童再认的任务,进一步减轻了儿童的认知负荷,结果发现,相对于品牌回忆,三个年龄组儿童品牌再认的数量都有不同程度的提高,但年龄仍然是影响儿童品牌再认水平的重要因素。最后,该文在数据分析结果的基础上为营销传播提供了一些合理化建议。
Exploring the development of children’s brand awareness is an important part of the research on consumer socialization, and it is also instructive for the marketing of children’s marketing. The paper explores the development of children’s brand recall and brand recognition respectively by questionnaire survey, and depicts the development curve of brand awareness of children aged 7-11 years. The study examines children’s brand recall through free recall and clues recall. The results show that with age, the recall level of children’s brands gradually increases, and there is a significant difference in recall levels among children of the three age groups. The second study further demonstrated that children’s cognitive re-recognition of children by displaying brand labeling tasks further reduced their cognitive burden. The results showed that compared with brand recalls, the number of children’s brand recognitions in all three age groups increased to some extent, but age Is still an important factor affecting the level of recognition of children’s brands. Finally, based on the results of the data analysis, the article provides some rational suggestions for marketing communication.