Valérie NICOLAS-HEMAR has published the article entitled ““What brand do you eat?” The influence of food brands within children’s peer groups”, in collaboration with Mathilde Gollety, Coralie Damay and Pascale Ezan, in Young Consumers: Insight and Ideas for Responsible Marketers.
 
Abstract:
The article aims to explore the role played by food brands within children’s peer groups. Based on a qualitative methodology, data collection methods comprise observations and focus groups with the children. 64 elementary-aged children participated in one of ten organized snack times (five with unbranded products, five with branded products). The findings shows that children mostly select the products according to their taste preference regardless of the brand name. They make individual decisions and are hardly influenced by their peers. Children use food brands as a common language to designate products, but they do not use them to convey their self-identity and enhance social integration. This research contributes to a better understanding of the way children use food brands within peer group, and may be helpful when considering the future of children’s food marketing and tackling the issue of childhood obesity.
 
Hémar-Nicolas V., Gollety, M., Damay, C. and Ezan P. (2015), ““What brand do you eat?” The influence of food brands within children’s peer groups”, Young Consumers: Insight and Ideas for Responsible Marketers, 16, 3, pp. 316-331.