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The objective of this research is to build a structural model which studies the causal relations between the concept of child’s attitude and identification to the brand characters, at first, and their impact on the prescription child-mother. A review of literature and a frame of reflection will allow us to limit different relations between these variables, underestimated till now, to propose finally a conceptual model of understanding the prescription child-mother. We note that the morphological and psychological characteristics of the brand characters and child’s socio-demographic characteristics will be integrated into this model.

journal of marketing research and case studies

The Impact of the Children’s Attitude and Identification to the Brand Characters in the Understanding of the Prescription Child-Mother-Frame of Reflection and Trial of Modeling-