Knowledge of Brand Perception among Children in Primary School: A Qualitative Study

By Wan Edura Wan Rashid and Azura Omar.

Published by The Organization Collection

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Article: Print $US10.00
Article: Electronic $US5.00

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

International Journal of Knowledge, Culture and Change Management, Volume 8, Issue 8, pp.157-170. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.362MB).

Wan Edura Wan Rashid

Lecturer, Faculty of Office Management and Technology, University Teknologi MARA Malaysia, Shah Alam, Selangor, Malaysia

Lecturer at the University Teknologi MARA Malaysia and currently Ph.D. candidate at International Islamic University of Malaysia. She holds a MSc. in Information Management from the University Teknologi MARA, Malaysia and BHsc (Hons) from International Islamic University Malaysia. Her research interest include information, management, communication, psychology and work life balance.

Dr. Azura Omar

Assistant Professor, Department of Business Administration, International Islamic University of Malaysia, Gombak, Selangor, Malaysia

Azura Omar is an Assistant Professor at the International Islamic University of Malaysia. She holds a PhD from University of Manchester Institute of Science and Technology (UMIST), UK, M.B.A.(Hons.) from Boston University, USA and B.A. (Hons.) from Lancaster University, UK. She has research interests in Diversity and Management, Small Business Management, Work Psychology and Qualitative Researching.

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