Purpose – The purpose of this paper is to examine the impact of recalling visual and child-oriented product packaging elements vs informational content on children’s influence on household purchases. Design/methodology/approach – The study was conducted using quantitative research among...

Purpose – The purpose of this paper is to represent the first empirical investigation of co-branding strategies whose target is children. It analyses such strategies’ potential in the context of brand extension for non-familiar brands combined with familiar ones and provides managerial...