This paper aims to explore the perception of children towards brand consciousness by using drawings and open-ended questions. A total of 20 primary school students were requested to draw what they think about two statements given related to a person with branded materials and a person without branded materials. After drawing, respondents were personally interviewed regarding belongings of branded goods with cheerfulness, friendship, behaviour characters and desire for belongings. Results from the analysis of the drawings and interviews indicate that that there are significant differences in the children perception of someone with or without branded materials.
|Keywords:||Brand Perception, Brand Consciousness, Branded Materials, Children|
Lecturer, Faculty of Office Management and Technology, University Teknologi MARA Malaysia, Shah Alam, Selangor, Malaysia
Assistant Professor, Department of Business Administration, International Islamic University of Malaysia, Gombak, Selangor, Malaysia
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