Children’s relationships with brands: intergenerational and transgressions

What is it about?

Children’s relationships with brands are mainly characterized by four categories: their favourite brands, everyday brands, intergenerational brands and brand transgressions. Children’s favourite brands can be categorized in fantasy, yummy, identity construction, social bonding, technology, and trusted brands. Parents have a big influence on kids’ lives leading to intergenerational brand-transfer. Children consumers also reveal having experience brand transgressions, more importantly, they also show signs of brand forgiveness.

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