✦ LIBER ✦
Children's relationships with brands: “True love” or “one-night” stand?
✍ Scribed by Mindy F. Ji
- Book ID
- 102489599
- Publisher
- John Wiley and Sons
- Year
- 2002
- Tongue
- English
- Weight
- 117 KB
- Volume
- 19
- Category
- Article
- ISSN
- 0742-6046
No coin nor oath required. For personal study only.
✦ Synopsis
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.