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Purpose – The paper seeks to understand the different attitudinal typologies of children and parents, and the interactions between them. Design/methodology/approach – For parental segmentation, the paper uses target group index (TGI) analysis and qualitative focus groups. For child...
Purpose – The purpose of this paper is to contribute to studies of family decision making during food buying. In particular a theoretical framework is proposed for structuring future studies of family decision making that include children's influence and participation at specific stages of the...
Purpose – Trust is a key business value and a corner‐stone of all company‐consumer relationships, but is particularly critical in children's markets because of their vulnerability. This paper seeks to explore how trust is created between toy companies and parents, the main purchasers of...
Purpose – The purpose of the current study is to identify the extent to which promotional strategies and attention elements appear in a sample of children's food commercials. Design/methodology/approach – The research was a content analysis study of 147 commercials that examined 20 separate...
Purpose – The relationship between knowledge and power appears to be assumptive in marketing; the study reported here attempts to justify this assumption. Design/methodology/approach – The study is set in a family decision context. The research divides families according to the...
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