Dla kogo Brand Hero? O wpływie bohatera marki dziecięcej na intencje zakupowe osób dorosłych

• Authors: Aleksandra Jasielska , Renata Maksymiuk

Title variants

EN

For whom Brand Hero? Influence the children’s brand hero on purchasing intentions of adults

Abstracts

EN

Brand Hero is a character identifying the brand. It is also the tool of marketing communication especially uses in the case of brands addressed to children. For them, the brand hero is a character with which they create an emotional bond. Therefore is possible, that Brand Hero accompanying product increases its sale, because in the influence market children largely decide about the purchases of goods intended for them. The study was conducted for parents and childless persons (N = 770) and its aim was to identify the influence of 3 types of brad heroes (no-name, multigenerational, mainstream) and lack of brand hero on purchase decisions regarding juice. The outcomes show the participants for themselves chose juice without the hero. When they chose juice for children comparably often chose juice without the hero and with the multigenerational and mainstream hero. The justifications of the choice allowed getting to know the motives that were directed. The most surprising fact was that, for the large group of participants (also parents), the presences of brand hero evoked adverse associations for the brand, and first of all lower quality of the product and manipulation of marketing.

Keywords

PL

pl

EN

pl

• Publisher: Uniwersytet im. Adama Mickiewicza w Poznaniu
• Journal: Człowiek i Społeczeństwo
• Year: 2018
• Volume: 45
• Pages: 169-198

Contributors

author

Aleksandra Jasielska

• Instytut Psychologii UAM, ul. Szamarzewskiego 89, 60-568 Poznań

author

Renata Maksymiuk

• Instytut Psychologii UMCS, plac Litewski 5, 20-080 Lublin

Identifiers

DOI

10.14746/cis.2018.45.9

Biblioteka Nauki

1029671