Children’s Attitude toward the Brand: A New Measurement Scale
本文构建了一种专门针对8至12岁儿童的品牌态度测量量表，帮助广告从业者评估广告活动效果。
Advertising people recognize the great importance of understanding children's attitude toward brands if one intends to develop effective advertisements. In fact, the goal of numerous advertising campaigns is to build, maintain, or change attitudes toward brands. To assess the results of these campaigns, it is essential to rely on a validated scale of the child's attitude toward brands. In this paper, the authors detail the building of a scale measuring the attitude toward the brand, especially suited to children aged 8 to 12.