Identifying Determinants of Young Children's Brand Awareness: Television, Parents, and Peers.

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Is Children's Understanding of Nontraditional Advertising Comparable to Their Understanding of Television Advertising? (2013, background): “Children are highly aware of brand names and slogans from an early age (e.g., Hite and Hite 1995; McNeal 1992; Valkenburg and Buijzen 2005), but do they view the presence of these brands in various media as a marketing technique with persuasive intent?”
Anti‐brand communities, negotiation of brand meaning, and the learning process: The case of Wal‐Mart (2010, background): “Valkenburg and Buijzen ( 2005 ) suggest that social and communal influences begin at an early age and continue into adulthood and can be used to predict consumer behaviors, including brand loyalty or defection.”
Consumer attitudes toward blogger's sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness (2014, background): “If consumers have the knowledge of a particular brand, whether this knowledge is actively or passively obtained, their brand awareness toward a certain product/service is high (Valkenburg & Buijzen, 2005).”