Kids and Retailing (eBook, PDF)
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The contributions to this double issue are the best papers presented at the first international colloquium on Kids and Retailing held in June 2013 at the initiative of the Centre of Expertise and Research on Retail, based at ESSCA School of Management and the cluster Nova CHILD, which aims at developing knowledge and innovation for the welfare of the child [under 12 years old] and their family. The context of the international colloquium was to present current thinking of retailing for children as consumers and as tomorrow's adults. The double issue is presented as two themes. The first theme ...
The contributions to this double issue are the best papers presented at the first international colloquium on Kids and Retailing held in June 2013 at the initiative of the Centre of Expertise and Research on Retail, based at ESSCA School of Management and the cluster Nova CHILD, which aims at developing knowledge and innovation for the welfare of the child [under 12 years old] and their family. The context of the international colloquium was to present current thinking of retailing for children as consumers and as tomorrow's adults. The double issue is presented as two themes. The first theme focusses on channel strategy and children in the store and the second theme on children channel preferences and the influence of product characteristics.This issue has a child focus within retail from four distinctly different perspectives. The submissions include the design of a retail channel strategy applied to young children, a methodology to reveal the children's shopscapes for providing information about how children perceive their retailing experience, a report on children in store experiences as participants in the family food shopping and an exploration of the involvement and the entertainment of children from 4 to 7 years of age in the purchase process at Hungarian retail stores.
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