Measuring brand awareness as a component of eating habits in children: the development of the IBAI (International Brand Awareness Instrument) Italian version

The aim of the present work was to develop an instrument that allows to estimate the Italian children’s brand awareness. We developed the IBAI (International Brand Awareness Instrument), an age-appropriate instrument that uses thirty sheets with pictures of food logos to test children’s recall and recognition, and the IBAI-r, a reduced and less time-consuming form of the IBAI (with 12 sheets).The IBAI was presented (Study 1) to a sample of 145 children aged from 6 to 11 years, and after one month the IBAI-r was presented (Study 2) to the same sample. Both instruments allowed to distinguish different kinds of children’s brand awareness and when compared, they resulted to be very consistent.