品牌研究Issue(2)：73-80,8.
7-11岁儿童品牌意识的发展
The Development of 7-11-year-old Children's Brand Awareness
摘要
Abstract
It is an important task of consumer socialization to explore the development of chil⁃dren's brand awareness, and it is also significant for the practice of marketing communication. The aim of this paper was to explore the development of 7-11-year-old children's brand aware⁃ness by using questionnaire, and developmental trajectory of children's brand awareness was de⁃picted. The tasks of free recall and cued recall were used in study 1 to explore the level of chil⁃dren's brand recall. The results showed that the level of brand recall become higher as the chil⁃dren grow older and the difference among the three group of children's brand recall were signifi⁃cant. Brand logos were present to children in study 2 by using brand recognition task, which could alleviate the cognitive load. The results showed that all the children's performances were all promoted but age was still the main factor which determines the level of children's brand rec⁃ognition. Finally, some suggestions were made for marketing communication based on the data analysis.关键词
品牌意识/儿童/认知发展Key words
Brand awareness/Children/Cognitive development分类
管理科学引用本文复制引用
王霏,李纾..7-11岁儿童品牌意识的发展[J].品牌研究,2016,(2):73-80,8.基金项目
本研究部分受国家自然科学基金重点项目（31170976）、北京市优秀博士学位论文指导教师人文社科项目（20138012501）和中央高校基本科研业务费专项资金（20720150016）资助。 （）
