The impact of the children's attitude and identification to the brand characters in the understanding of the prescription child-mother - Frame of reflection and try of modelling

Abstract

The objective of this research is to build a structural model which studies the causal relations between the concept of child's attitude and the identification to the brand characters, at first, and then the prescription child-mother. A review of literature and a frame of reflection will allow us to limit different relations between these variables, underestimated till now, to propose finally a conceptual model of understanding the prescription child-mother. We note that the morphological and psychological characteristics of the symbolic characters and the sociodemographic characteristics of the child will be integrated into this model.