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Beyond the Kids Marketing: A Case Study for the Gap Between Literature and Practice

Diğer Başlık: Çocuğa Yönelik Pazarlamasının Ötesinde: Uygulama ve Literatür Arasındaki Farkı Anlamak İçin Bir Vaka Analizi

Oluşturulma Tarihi: 20-10-2020

Niteleme Bilgileri

Tür: Tez

Alt Tür: Yüksek Lisans Tezi

Yayınlanma Durumu: Yayınlanmamış

Dosya Biçimi: PDF

Dil: İngilizce

Konu(lar): SOSYAL BİLİMLER (GENEL),

Yazar(lar): Dinç, Kamer (Yazar),

Emeği Geçen(ler): Üner, Mehmet Mithat (Tez Danışmanı),


Yayın Tarihi: 23-07-2019


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Anahtar Kelimeler

Kids Marketing, Consumer Behavior, Brand Loyalty, Early Branding


Özet

The first examples of marketing for children have been seen in the 1800s but it is noteworthy that the researchers' references to this subject have been late as 1950s. Children form a remarkable consumer demographic; however, understanding of kids’ consumer behavior had been delayed by the late move of researchers. Today, though, there are some researches to explain the understanding of Kids Marketing, they have limited references. However, practitioners prefer not to restrict themselves by literature, they prefer to practice their own way. Even, researchers follow practitioners. This case study was designed to understand how Kids Marketing works in the real world outside the literature. A comprehensive aim of this case study research is to reveal the gap between practitioners and the literature. Also, the aim of this course is to provide a better understanding of definitions, approaches, strategies, and ethical issues of Kids Marketing based on previous studies by exploring and discussing these terms helps to get a better idea. That’s why a case study was designed to criticize the Kids Marketing by using narrative inquiries with examples of practice. Interviews as a narrative inquiry were performed with the professions in the field of Kids Marketing and examples of practice were obtained in popular culture documents. The current study has been made to lighten the gap between literature and practice; so, this critical example of case study collects and adds information to the ongoing action of Kids Marketing.


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