7-11岁儿童品牌意识的发展

The Development of 7-11-year-old Children's Brand Awareness

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。

It is an important task of consumer socialization to explore the development of children'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 awareness by using questionnaire, and developmental trajectory of children's brand awareness was depicted. The tasks of free recall and cued recall were used in study 1 to explore the level of children's brand recall. The results showed that the level of brand recall become higher as the children grow older and the difference among the three group of children's brand recall were significant. 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 recognition. Finally, some suggestions were made for marketing communication based on the data analysis.