Inherited Brand Relationships: How Consumers Inherit Brand Relationships from Their Parents
Type
conference contribution
Date Issued
2024-03-16
Author(s)
Abstract
Previous research shows parallels between parents’ and adult children’s brand portfolios. In this paper, we elucidate this phenomenon by uncovering the processes behind brand relationship inheritance. We show that brand relationship inheritance is based on doing family through the brand, creating and recreating childhood experiences, and opponent brands. We discuss the contributions to and implications for existing research.
Refereed
Yes
Event Title
Brand Camp VI
Event Location
Obergurgl
Event Date
14.03.2024-16.03.2024
Division(s)