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OBSERVATIONS - A New Scale to Assess Children's Attitude toward TV Advertising

Derbaix, Christian; Pecheux, Claude - In: Journal of advertising research 43 (2003) 4, pp. 390-399

Persistent link: https://www.econbiz.de/10006505226

Children's Attitude toward the Brand: A New Measurement Scale - Children represent both an important current and future market. Knowing their attitudes toward specific brands is of the utmost importance. In order to conduct studies with children and brand-choice behavior, brand loyalty, brand extensions, brand-image studies, advertisements' impact, etc, children's attitude toward brands has to be ...

Pecheux, Claude; Derbaix, Christian - In: Journal of advertising research 39 (1999) 4, pp. 19-28

Persistent link: https://www.econbiz.de/10006518404

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