Central European Business Review 2017, 6(3):27-40 | DOI: 10.18267/j.cebr.184

How to Engage Children into the World of Traditional Car Brands? Exploration of Specific Touchpoints between Future Buyers in the Car Industry and Established Brands

Kamila Mikolajová1, Květa Olšanová2
1 Kamila Mikolajová, Department of International Business, University of Economics, Prague, kamila.mikolajova@vse.cz
2 Květa Olšanová, Assistant Professor, Department of International Business, University of Economics, Prague, kveta.olsanova@vse.cz

This paper aims to define the consumer journey of children through their childhood stages and provide specific touchpoints relevant for a given age, which could be integrated into the marketing communication of car brands to start building this young audience as future buyers. A qualitative study of children in different age brackets was used to identify their current and potential touchpoints with the car industry. The results of the study present specific stands on the prepurchase stage of the children’s consumer journey where the brand might interact with children and build the long-term positive attitudes of this group of potential customers. Specific implications for the industry in terms of understanding the language of the mobile game applications, computer games, YouTubers and integrating those specific activities into the brand’s marketing communication are highlighted for the car industry marketers.

Keywords: consumer decision journey; brand touchpoints; advertising to children
JEL classification: M30, M31, M37, O25

Received: August 15, 2017; Revised: September 2, 2017; Published: September 30, 2017  Show citation

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Mikolajová, K., & Olšanová, K. (2017). How to Engage Children into the World of Traditional Car Brands? Exploration of Specific Touchpoints between Future Buyers in the Car Industry and Established Brands. Central European Business Review, 6(3), 27-40. doi: 10.18267/j.cebr.184
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