Children and attitude toward the brand: A new measurement scale

Advertising people recognize the great importance of understanding children 's attitude toward brands if one intends to develop effective advertisement s. In fact, the goal of numerous advertising campaigns is to build, maintai n, or change attitudes toward brands. To assess the results of these campai gns, it is essential to rely on a validated scale of the child's attitude t oward brands. In this paper, the authors detail the building of a scale mea suring the attitude toward the brand, especially suited to children aged 8 to 12.