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Efectos del eduentretenimiento en la recordación de marca de los niños y la forma como los padres se ven influenciados en el proceso de compra
| Content Provider | Semantic Scholar |
|---|---|
| Author | Castillo, María Camila Álvarez Del Ochoa, Carolina Hurtado |
| Copyright Year | 2014 |
| Abstract | Edutainment parks are presented as a growing industry that is becoming increasingly important in the private sector, where investors expect to find a return on their investment through the effect in terms of brand awareness and purchase influence that can be exert in their target audience. The literature developed around the subject is limited, so it is important for both academia and industry to study this phenomenon. This study aims to understand the effect that edutainment parks can have on children in terms of brand awareness and purchase influence on their parents, for which a bibliographic exploration of related topics was performed and developed a qualitative and quantitative research phase to find answers about it. In this paper an analysis is done of how they have developed edutainment parks around the world, a conceptual framework is developed in which the consumption of child psychology, brand awareness, and purchase influence are integrated as central to the axis of the research and finally a description of the methodology used and the findings is made. The results demonstrate that edutainment parks have a positive effect in terms of brand awareness in children, however this is a remembrance that will have more influence on the future consumption of these children that in the short-term consumption. Likewise it is evident that these children have great influence on the buying behavior of their parents. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://repository.eafit.edu.co/bitstream/handle/10784/5405/MariaCamila_AlvarezDelCastillo_Carolina_HurtadaOchoa_2014.pdf?isAllowed=y&sequence=2 |
| Alternate Webpage(s) | https://repository.eafit.edu.co/bitstream/handle/10784/5405/CamilaAlvarez_CarolinaHurtado_2014.pdf?isAllowed=y&sequence=2 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
