Disclosing brand placement to young children

Conference object English OPEN
De Pauw, Pieter ; Hudders, Liselot ; Cauberghe, Veroline ; De Kuysscher, Charlotte (2015)
  • Subject: Social Sciences | Brand placement | Disclosure | Warning cue | Brand Attitude | Children | Advertising literacy

Purpose – This article examines whether a television brand placement warning cue can alter young children’s susceptibility for advertising effects (i.e., brand attitude) through activating their advertising literacy. The proposed model also puts forward an important mod... View more
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