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1

Czym się bawić? Funkcje marek dla dzieci – raport z badań siedmiolatków

100%

Duda A.

Kultura i Edukacja

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2014

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issue 3(103)

288-312

EN

The purpose of this article is to provide a theoretical and empirical explanation of how the consumer socialization works with children of 7/8 years. This paper poses questions about the way brands are discussed in social situations in the environment of school class. It explores children’s socializations into consumer-brand relationships and the influence that marketing texts have on their everyday social experiences. The analysis of children’s talk about brands is critical in order to understand the ways that brands (with parents, siblings and peers) socialize them into consumer culture. The first section presents contemporary discussion of children’s consumption phenomena. The second section emphasis on researching with 14 groups of primary Polish pupils in Lublin. It uses data analysis born of in-depth interviews analysis. This study is based on principles of cultural studies and discourse and functional analysis which approach as a means to enhance richness and uniqueness in the area of children’s consumption. In order to understand children’s brand consumption the paper indicates five main functions emerged from the data: 1. Exploring consumer culture through play and gratification 2. Seeking safety in an overabundance 3. Identification and gender socialization 4. Belonging to a group and rivalry 5. Utilitarian functions. Author argues that consumption ideology and their discourses are not increasingly define children’s everyday social experiences. 7/8-year-olds were not a coherent group significantly interested in brands and consumption, but on the other hand, they were not a group that did not interested in them at all. Counter to the (mainly polish) literature children have not extensive knowledge of brands and brands are not so emerging in their lives.

2

Bringing Children into the Sociology of Consumption: A Symbolic Consumption Perspective

100%

Senooane B., Wiid J.

Journal of Marketing and Consumer Behaviour in Emerging Markets

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2023

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issue 2(17)

46-65

EN

This article explores children’s consumption practices from a sociology of consumption perspective. The aim is to discover whether South African children, in their consumption of clothing, engage in symbolic consumption and to identify the ways in which they do so. Existing studies on children and symbolic consumption have largely excluded African children, hence this study represents an attempt to include their voices in the conceptualisation of childhood consumer behaviour. Data were collected through a survey of 192 children aged 10–14, using a questionnaire developed from the literature on symbolic consumption. The article presents the design and implementation of a quantitative empirical study into children’s engagement in symbolic consumption. Exploratory factor analysis (EFA) was used to tease out the factors representing the ways in which children engage in symbolic consumption, while confirmatory factor analysis was used to verify the factor structure and test whether the data fit the model. The EFA revealed four factors that represent the ways in which children engage in symbolic consumption: identity, affiliation, perception, and image. The findings reveal that children use their clothing to create their individual identities, fit in with social groups, draw inferences about others through their clothing, and as a yardstick to gauge social image. This research furthers the enquiry into children as consumers while addressing the paucity of research related to African child consumers. The results of the study have implications for marketing practitioners, while also providing directions for future research.

3

Kształtowanie wizerunku marki na rynku motoryzacyjnym wśród dzieci

72%

Woźniakowski M.

Handel Wewnętrzny

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2018

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issue 3 (374)

415-423

PL

Współczesny marketing wymaga od przedsiębiorstw skutecznej komunikacji zarówno z klientami obecnymi, jak i potencjalnymi. W kontekście marek motoryzacyjnych, do tych drugich z pewnością należy zaliczyć dzieci. Z uwagi na wysoką konkurencyjność branży oraz duże podłoże emocjonalne związane z nabyciem samochodu, niezwykle istotne jest kształtowanie pozytywnego odbioru marki od najmłodszych lat, tak aby w dorosłym życiu człowieka marka, która towarzyszyła dorosłemu już klientowi od dzieciństwa, była w zbiorze pierwszego wyboru przy zakupie prawdziwego samochodu. W artykule przedstawiono sposoby komunikacji najpopularniejszych marek samochodowych pod względem sprzedaży w Polsce przez narzędzia internetowe i tradycyjne. Analizy tych pierwszych dokonano realizując audyt stron internetowych oraz profili w wybranych mediach społecznościowych tych marek dedykowanych dzieciom. W drugim obszarze przedstawiono wybrane narzędzia kształtowania wizerunku, stosowane przez marki samochodowe wśród dzieci w świecie realnym, o których analizowane marki komunikują poprzez Internet.

EN

Contemporary marketing forces enterprises to engage in effective communication both with current and potential clients. In the context of automotive brands, the latter certainly includes children. Considering the high competitiveness of the industry as well as the deeply emotional nature of purchasing a vehicle, a positive brand image creation is crucial from the earliest years to ensure that the brand, which has accompanied the clients since their childhood, will remain their first choice when they buy a real car as adults. The article presents how the most popular car brands in terms of sales in Poland communicate via on-line and traditional tools. Internet tools have been analysed by auditing these brands’ websites and profiles in the selected social media dedicated to children. The second area is illustrated via the select tools of image creation employed by car brands among children in the real world, about which the analysed brands communicate on the Internet.

RU

Современный маркетинг требует от предприятий эффективной коммуникации как с нынешними, так и с потенциальными клиентами. В контексте марок автомототранспортных средств к последним наверное следует отнести детей. Ввиду высокой конкурентоспособности отрасли и большого эмоционального фона, связанного с покупкой автомобиля, весьма существенно формирование положительного восприятия марки с самых ранних лет, чтобы во взрослом возрасте человека марка, которая сопутствовала уже взрослому клиенту с детства, была в числе первого выбора при покупке настоящего автомобиля. В статье представили способы коммуникации самых популярных марок автомашин с точки зрения продажи в Польше по интернету и традиционным способом. Анализ первых провели, осуществляя аудит вебсайтов и профилей в избранных социальных медиа этих марок, адресованных детям. Во второй сфере представили избранные инструменты формирования имиджа, применяемые марками автомобилей среди детей в реальном мире, которые рассматри- ваемые марки сообщают по интернету.

4

ABC for Father and Mother and Me. Representations of children as consumers in the picturebook of the interwar period

58%

Druker E.

Problemy Wczesnej Edukacji

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2016

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vol. 12

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issue 3(34)

22-35

EN

This article examines how the child consumer is represented in a selection of branded picturebooks at the beginning of the 20th century. By analyzing children’s books published by a commercial chain of stores, the Cooperation Union, the article discusses how depictions of children as consumers are connected to the development of the emerging mass market and consumer society. The new ideas and marketing strategies expressed in these books also coincide with fundamental social changes in society, resulting from modernity and new technologies. Although the Cooperation books were designed for children and used familiar narrative techniques and motifs within children’s literature, I will argue that the books had a twofold audience. They were not only aimed at children but also at their parents. Representations of children as consumers in the studied material suggest that consumption is strongly connected to ideas of modernity and to representations of the modern child, but also that consumption is described as an inseparable part of the modern, urban experience.

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1 Handel Wewnętrzny

1 Journal of Marketing and Consumer Behaviour in Emerging Markets

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1 Senooane B.

1 Wiid J.

1 Woźniakowski M.

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Czym się bawić? Funkcje marek dla dzieci – raport z badań siedmiolatków

Bringing Children into the Sociology of Consumption: A Symbolic Consumption Perspective

Kształtowanie wizerunku marki na rynku motoryzacyjnym wśród dzieci

ABC for Father and Mother and Me. Representations of children as consumers in the picturebook of the interwar period