COPIII ȘI BRANDURILE: IMPLICAȚII ALE CONSUMULUI DE BRANDURI ÎN CAZUL COPIILOR

Rezumat

In my paper I consider three main aspects to prove the negative effects of brand consumption on kids and tweens. In the first place, I talk about the competitive consumption that is more and more associated nowadays with the criteria which are taken into account when forming the in – groups and out – groups (also named vulnerable consumers by some authors). Secondly, I discuss the danger of transforming the kids in kidsumers, which is strongly connected with a materialistic behaviour and vision with regard to the main aspects of life. In the last part, using recent examples, I show my concern over the impact of some brands on the little girls’ early maturation process. In addition to these main parts, for a better understanding of the three aspects previoulsy mentioned, I try to find answers to the questions: Why do kids and tweens represent a special target for brands nowadays and which are the main tactics used by the companies to reach and engage them?