The objective of this research is to build a structural model which studies the causal relations\r\nbetween the concept of child�s attitude and identification to the brand characters, at first, and\r\ntheir impact on the prescription child-mother.\r\nA review of literature and a frame of reflection will allow us to limit different relations between\r\nthese variables, underestimated till now, to propose finally a conceptual model of\r\nunderstanding the prescription child-mother.\r\nWe note that the morphological and psychological characteristics of the brand characters and\r\nchild�s socio-demographic characteristics will be integrated into this model.
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