Article2016

Consumer socialisation in a marketer-sponsored edutainment centre

6 citations0/0 files storedInternational Journal of Retail & Distribution Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Purpose The purpose of this paper is to investigate a marketer-sponsored edutainment centre as a consumer socialisation agent by examining effects on preference for the sponsor brands and the degree of socialisation children experience.

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References

1994Situated Learning: Legitimate Peripheral Participation.1991Situated Learning 1999Consumer Socialization of Children: A Retrospective Look At Twenty‐Five Years of Research 1978Consumer Socialization: A Theoretical and Empirical Analysis 1974Consumer Socialization 2007Growing up in a Material World: Age Differences in Materialism in Children and Adolescents 2006Audience Response to Product Placements: An Integrative Framework and Future Research Agenda 1988Parental Style and Consumer Socialization of Children

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2025The gendered marketing of children’s toys: An integrative review and de-gendering agenda

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