Brand Characters on Packaging,a Catalyst for Children's Purchase Request: The Moderating Effect of the Narrative Presentation of the Character,the Child's Familiarity with the Character and the Child's Educational Level

Abstract

This paper studies the impact of brand characters on packaging on children's purchase requests. Through two experiments, three moderating variables are tested: Children's familiarity with the brand character, how the character is presented, and the child's educational level. The study shows that a brand character on packaging increases intent to request only if the child is familiar with it. Furthermore, when the brand character is presented in a narrative on the packaging, its influence on purchase request increases in some cases, depending on both the type of narrative and product category.