Brand recognition and young consumers

Although there has been some research into young consumers, for instance their approach to product categorization; their decision making strategies; and their role in family decision-making, considerable work remains to be done to understand how young consumers develop brand loyalty, brand preference and brand reliance. This paper reports the initial findings from an exploratory study which used collages to elicit the perceptions of branded clothing from over two hundred young consumers (aged 7-10); and to examine the impact of social influences on young consumers' evaluations of branded clothing.