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