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EMAC 2020 Regional Conference


Brand representation and symbolism understanding – perceived differences among young consumers
(R2020-85067)

Published: September 16, 2020

AUTHORS

Ezeni Brzovska, Faculty of economics - Skopje; Stojan Debarliev, Faculty of economics - Skopje, Ss. Cyril and Methodius University in Skopje ; Durdana Ozretic-Dosen, University of Zagreb, Faculty of Economics & Business, Marketing Department

KEYWORDS

brand symbolism; young children; brand representation

ABSTRACT

The purpose of the paper is to understand whether children of different ethnicity, age and gender relate to brand logos in different ways in term of brand representation and brand symbolism. Children begin to understand symbolic aspects of consumption at early age, enhancing the importance to observe and explain certain pattern of behavior in very young children. The paper extends existing research by including more diverse sample of children with different ethnic background and the research was administered across three testing sessions, assessing level of brand representation and symbolism in children aged 3 to 5 years. The ?ndings indicated that