Identifying the Antecedents of Children's Market Using Neural Network

Abstract

Chapter 5 explores the main features contributing towards the formation of living brand among children within the age 10 to 12-year-old by using a fuzzy logic analysis. From this methodological approach, several interesting insights emerge with regard to children's consumer behaviour, especially the factors of future anticipation, ritual, and autobiographical memory in the priming of the development of a living brand. In this chapter, we are going to expand on the discussion by identifying the antecedents of a successful product using Indonesian market segment from the same age group as the research subjects in Chapter 6. Some of the important elements for success in the children's segment that we identify here include brand personality, brand trust, and brand salience, particularly on how each of them affect brand relationship. When combined with autobiographical memory and buying habituation, this emotional bonding results in brand loyalty. Finally, we utilised a neural network topology in order to fully understand the antecedents of brand loyalty construction within the children's market.