Showing papers by "T. Bettina Cornwell published in 2010"

Children's brand symbolism understanding: Links to theory of mind and executive functioning

Abstract: Against a background of research suggesting that brand symbolism understanding does not develop until 7 to 11 years of age, two studies investigate various aspects of preschool children’s brand knowledge. While children’s recognition of child-oriented brands is found to be significantly greater than their recognition of brands that are marketed primarily to teens and adults, these young children do recognize brands. In a second study, children’s ability to form mental representations of brands is assessed, along with their understanding of brands as social symbols. Cognitive ability, theory of mind, and executive functioning are assessed as predictors of these brandrelated outcomes. Theory of mind and executive functioning are both significant predictors of the ability to form mental representations of brands. Children’s brand symbolism understanding shows a significant link with theory of mind. It is concluded that 3- to 5-year-olds have emerging knowledge of brands that are relevant in their lives. The impact of individual differences in theory of mind and executive functioning on children’s brand knowledge aligns with current theories of child development. Methodological contributions and societal implications are discussed. © 2010 Wiley Periodicals, Inc.

Sponsorship, ambushing, and counter-strategy: effects upon memory for sponsor and event.

Abstract: Corporate sponsorship of sports, causes, and the arts has become a mainstream communications tool worldwide. The unique marketing opportunities associated with major events also attract nonsponsoring companies seeking to form associations with the event (ambushing). There are strategies available to brands and events which have been ambushed; however, there is only limited information about the effects of those strategies on attainment of sponsorship objectives. In Experiment 1, university staff and students participated by studying paragraphs linking a sponsor to a novel event. Relative to each sponsor-event pair, they then studied one of three different messages about a competitor. Results find a message which linked the competitor and the event increased competitor recall given the event as a cue and event recall given the competitor as a cue. These effects were moderated if there was information about the competitor not being the sponsor. In Experiment 2 ambushing and counter-ambushing information was presented over 2 days. Both types of messages increased competitor recall given the event as a cue and event recall given the competitor as a cue. In addition, "not sponsor" information was not always used even when it should have been recallable. The results can be explained if participants are using three cues: a specific cue such as a brand name, a contextual cue, and a category cue, such as the concept of an event. Findings suggest to sponsoring firms and event properties that counter-ambushing communications may have the unintended effect of strengthening an ambusher-event relationship in memory.

A Dialogical Examination of Kenyan Immigrants’ Acculturation in the United States

Abstract: This research presents the acculturation of Kenyan immigrants as a dialogical process. Interviews were conducted with immigrants in a Southern city in the U.S. Our findings show that Black immigrant acculturation is not a simple process of integration but one that is highly contested and characterized by conflict. Our research emphasizes the unique experiences of Black immigrants whose adaptation processes are impacted by their race and colonial histories. Our findings draw attention to the need for research that examines the immigrant adaptation process as a dialogical process rather than as a simple integration of dominant culture to culture of origin.