期刊名称：Revista Innovar Journal Revista de Ciencias Administrativas y Sociales
印刷版ISSN：2248-6968
出版年度：2009
卷号：19
期号：35
页码：19-31
语种：Spanish
出版社：Universidad Nacional de Colombia - Sede Bogotá
摘要：This study examines children's consumption request in the context of a Latin American country. Concretely, this paper analyzes the amount and nature of gills requested by Chilean children in their Christmas letters to Santa Claus in 2005, Results suggest, on the one hand, the presence of a small amount of gills requested (as previous studies have stated). the gendered nature of them (in under-n year-old kids) as well as a low presence of brands (as compared with figures reported by previous research). On the other hand, this study found a significant role played by age and gender in terms of type of gill and brand usage in the request.
关键词：Foreign branding;brands;language;Marcas;genero;edad;Noël;souhaits des enfants;marques;genre;age;Decisions strategiques;efficience;organisations publiques
