Aron O'Cass is a senior lecturer at Griffith University in the school of marketing and management. He has a bachelor of commerce majoring in marketing, a master of business majoring in marketing and a PhD focusing on consumer behaviour. He has published on topics such as political marketing, voter choice, consumer brand associations, service choice behaviour. His publications appear in the European Journal of Marketing, Psychology and Marketing, Journal of Product & Brand Management, Economic Psychology, Journal of Services Marketing and Journal of Advertising.
Dear Santa, do you have my brand? A study of the brand requests, awareness and request styles at Christmas time
Article first published online: 11 JUL 2006
Copyright © 2002 Henry Stewart Publications Ltd.
Journal of Consumer Behaviour
Volume 2, Issue 1, pages 37–53, September 2002
How to Cite
O'Cass, A. and Clarke, P. (2002), Dear Santa, do you have my brand? A study of the brand requests, awareness and request styles at Christmas time. Journal of Consumer Behaviour, 2: 37–53. doi: 10.1002/cb.88
- Issue published online: 11 JUL 2006
- Article first published online: 11 JUL 2006
- Manuscript Revised: 6 AUG 2001
- children's consumption;
- content analysis;
This study examines brand awareness (preferences) and request styles (communication approaches) at Christmas of Australian children and adults. The study is founded in the growing Santa Claus literature that has examined various issues related to gift giving and request behaviour at Christmas time. The study is based on the content analysis of 422 letters written by children to Santa Claus. The results indicate that children are brand-orientated in their request behaviour, adopt fairly meaningful request strategies and use visual imagery ie graphics in their communication strategies in their attempts to secure their requested gifts and specific brands. Copyright © 2002 Henry Stewart Publications Ltd.