Article2002

Children's relationships with brands: “True love” or “one‐night” stand?

139 citations0/0 files storedPsychology and Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Nostalgia and Consumer Behavior

Abstract

Abstract Group and individual interviews were conducted to examine relationships developed between children and brands in the family setting. Children's stories about brands suggest that they develop relationships with a wide range of brands and these relationships are imbedded in the social environment where children live and grow. Interpersonal relationship metaphors were utilized to describe different forms of child–brand relationships. The article concludes that children's relationships with brands serve important functions in their lives and have significant implications for marketers. © 2002 Wiley Periodicals, Inc.

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References

1992Basics of Qualitative Research 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2025Advances in Consumer Research 1990Basics of qualitative research 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 2013Handbook of Social Psychology 1999Whence Consumer Loyalty?2012Collecting and Interpreting Qualitative Materials

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