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In an industry where billions of dollars are spent to place branded products within entertainment media, it is critical to understand if this form of promotional communication actually results in the preference of the branded product. The purpose of the current research is to contribute to this understanding relative to pre‐teenaged consumers.

Three research questions related to brand preference and choice were investigated using a two‐group experimental design with a convenience sample. The impact of product placement on choice was assessed within minutes of the exposure. Preference and choice were also assessed two weeks later.

The findings suggest that branded product placement may not affect attitudes or behavior of pre‐teenaged consumers.

Although empirical findings suggest the practices may not lead to the intended attitudes and behaviors in adults, the theory of mere exposure and research related to social learning theory provide support for the effectiveness of the practice in reaching pre‐teens.

There is a lack of literature analysing the characteristics and purchasing behaviour of “Tweeners”. This paper aims to focus on components of visual content targeting Tweeners in order to better understand their characteristics and, importantly, so that marketers may better design and deliver effective and appealing communications.

Three components of visual content are studied: outfit, backdrop, and model size. A controlled experiment is used. A Fishbein formulation is adopted with evaluative beliefs being toward visual components and attitude is toward the advertisement, Aad. The key research questions concern the relationships between evaluative beliefs regarding visual components, Aad, and intentions to purchase fashion apparel.

The paper reveals that purchase intentions for most categories of outfits are unaffected by the backdrop of the advertisement. However, a pronounced interaction between outfit and backdrop is found for one category of outfit. In contrast with research using older girls and women, no effect for body size is found.

In order to control model characteristics, a single model image was manipulated to produce the model size treatment. Only four outfits and two backdrop conditions were used. Replications with more models, outfits, and backdrops are needed. This is especially true of backgrounds and outfits, given the strong backdrop by outfit interaction.

The lack of a model size effect and the strong outfit by backdrop interaction suggest generalising research conducted with older groups to the younger cohort may be inappropriate.

As a significant part of childhood material culture, children's clothes contribute to shaping their social identity and gender, as well as to developing and supporting their interactions with their environment related to their age. The focus on children's education and well-being is essential. Their voices should be emphasised in the interest of promoting an inclusive future in both research on children's material culture and in practice. However, despite the daily nature of children's interaction with clothing, their relationship with clothes is ignored and methods to support an analysis of it are lacking. An investigation of children's clothing behaviour is needed to better understand children's agency, to influence industry experts and to encourage policymakers to engage more sustainably with children's fashion. IN2FROCC (Interdisciplinary and International Network for Research on Children and Clothing) is comprised of historians, anthropologists, sociologists, ethnologists, museum curators, childhood practitioners, designers, industry representatives and children united in an investigation into children's clothes around the globe, historically and in social ecosystems. This network seeks to engage in an innovative, inclusive and organic manner with current research on children's dress codes, fashion and clothes to establish a deeper understanding of children's clothing interactions. This chapter will present the initial reflections and actions of this network, creating impactful methods for participative children's clothing culture and design.

This paper explores the adoption of a relationship marketing paradigm by the National Basketball Association. A contextualist framework was used to explore the context, content and processes of this change that evolved over a 17-year time period. Personal interviews were conducted with leaders of this league and over 80 documents were reviewed and content analyzed. The results of this study provide insights into relationship marketing and organizational change for sport managers.

European law on data protection and marketing to children on‐line is one of the most challenging aspects of on‐line marketing and commerce. This paper covers EU regulations and helps to clear up misunderstandings in this complicated topic.

This study aims to explore the main features contributing towards the formation of brand loyalty among children, using a neural network topology.

The paper used an exploratory study using a semi-structured interviewed with children, psychologist and head of the school. This paper uses survey to collect data and analysed using artificial neural networks (ANNs).

Several interesting insights emerge in respect of children’s consumer behavior and, in particular, the factors of emotional authenticity, brand partnerships, brand relationship, brand salience and brand personality in the priming of children’s brand loyalty emerge as important factors.

This research uses data from Indonesia which is considered as a developing country. Further research is required in the developed country context, as this may present different perspectives. Furthermore, the sample in this study consists of children aged between 10 and 12 years, but there are many age groups into which children can be divided, e.g. below 3 years; 3-5 years; 6-8 years; 9-12 years and even 13-15 years. Hence, future research needs to include these different groups of children to gain a more complete picture of the children’s market.

A children’s market-driving strategy really should be related with the “grass roots” needs of the segment. Hence, marketers ought to spend two or three days in the company of children and continually update themselves in respect of what is happening in those children’s rapidly changing world. Additionally, marketers need to relate all their marketing activities to the building of autobiographical memory. All events, promotions and other marketing strategies should be integrated to ensure that autobiographical memory really underpins a future market as the children of the present become adults of the future.

The study contributes to the existing literature and appreciation of the various factors and the inter-relationships between them that have relevance for product longevity in the children’s market.

This paper discusses the history of outdoor education at a university in the South West England, starting in 1840.

This research uses secondary sources of data; original unpublished work from the university archive is used alongside published works on the university founders and first principals, as well as sources on the developments of outdoor education in the UK.

Both founding principals were driven by their strong values of social justice and their own experiences of poverty and inequality, to establish a means for everyone to access high-quality education regardless of background or means. They saw education as key to providing a pathway out of poverty and towards opportunity and achievement for all. Kay-Shuttleworth, founder of St John's, wrote that “the best book is Nature, with an intelligent interpreter”, whilst Derwent Coleridge, St Mark's first principal, had a profound love of nature and reverence for his father's poetic circle. His father, the famous English Romantic poet Samuel Taylor–Coleridge, made the first recorded use of the verb “mountaineering”. Coleridge was using a new word for a new activity; the ascending of mountains for pleasure, rather than for economic or military purposes.

The Romantic influence on outdoor education, the early appreciation of nature and the outdoors for physical and psychological well-being and the drive for social justice have not been told in any case study before.