Using brand character when targeting children: what for? An exploration of managers' and children's viewpoints

Author： Hémar-Nicolas Valérie   Gollety Mathilde  

Publisher： Emerald Group Publishing Ltd

ISSN： 1747-3616

Source： Young Consumers: Insight and Ideas for Responsible Marketers, Vol.13, Iss.1, 2012-03, pp. : 20-29

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