Brand engagement – teenagers and their brands in emerging markets
Leyla NamiranianInternational Research, Decision Analyst, Inc., United States
PREFACE
This paper shows how research techniques were applied in an online environment to elicit deeper learning about brand and media engagement among teenagers. The paper focuses specifically on teens in China, Brazil, Mexico, and Russia (with some comparisons to UK teenagers), and demonstrates how market researchers empower companies to shape future strategies for innovation and growth by:
Helping marketers understand the role of brand and the unwritten rules of brand engagement in those emerging markets which are of growing importance....