The thinking level of students in primary and middle school can affect their mastering of brandconcept. In order to guide the students' consumption, this study explored the cognitive level anddevelopmental characteristics of brand concept of students in primary and middle school. The resultsshowed: (1) the cognitive level of brand concept of students in primary and middle school improved withage; (2)the students of primary and middle school have different knowing about different dimensions ofbrand concept; (3)the students in different grades have different knowing about the brand concept withhigher-grade students knowing more comprehensively.
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