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Character Marketing on Cereals: Thematic Coding (Purchase Motivations…
Character Marketing on Cereals: Thematic Coding
Associations
Health
Quality
Cereal Brands
Purchase Motivations
Convenience
Vouchers/ Special Offers
Cereal as Treat
Health Consciousness
Salt
Sugar
Alternative Options
Premiums/Toys
Waste Avoidance
Familiarity
Price
Cereal Shopping Experience
Pester Power
#
Conflict
Marketing Deception
Awareness
Nutritional Deception
Online shopping
Character Types
Licensed Characters
Live-action Characters
Gaming
Film Characters
Character Mascots
Cereal vs. Retail Brands
Negative Characters
#
Healthy Characters
Child Preferences
Youtubers
Nostalgia
Entertainment Comparisons
Childhood Shopping Experience
Responsibility
Government
Communication
#
Portion Sizing
Parents