L'impact des "toy-packaging" sur l'attitude des enfants âgés de 7 à 11 ans envers une marque. : une approche expérimentale

Abstract : This research aims to study the emotional response of children and their behavior toward playful packaging such as a "toy-packaging". It aims also to test mediating role of socio-demographic variables on these links. Thus we used four different prototypes of "toy-packaging" according to the presence or not of anthropomorphic and reusable criteria for a product that does not arouse the interest of children (shower-gel). The experiment was duplicated in two different contexts in order to establish the universality of results, it is about a first study operated in France followed by a second one operated in Tunisia. Research has shown a positive impact of the anthropomorphic criterion on the child's affective response to the brand in both contexts. Although the impact of the second criterion (reusability) has only been validated in Tunisia. The analysis of the differences between the two criteria of "toy-packaging" reveals the importance to be identified to a hero / emblem among young consumers. Thus, the youngest children (7 and 8 yrs) are more enthusiastic towards brands packaged in "toy packaging" rather than their elders. Subjective age is therefore a variable that explains these inter-segment differences.
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Manel Mzoughi. L'impact des "toy-packaging" sur l'attitude des enfants âgés de 7 à 11 ans envers une marque. : une approche expérimentale. Gestion et management. Normandie Université, 2017. Français. ⟨NNT : 2017NORMC032⟩. ⟨tel-01731128⟩

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