Children’s relationships with brands: intergenerational and transgressions
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 16 December 2019
Issue publication date: 17 January 2020
Abstract
Purpose
The purpose of this paper is to understand and explore how young children relate to brands. The paper specifically attempts to explore their favourite and everyday brands with which they interact, understand the phenomenon of intergenerational transfer of brands, and study how child consumers experience and cope with brand transgressions.
Design/methodology/approach
This is a qualitative study where 20 in-depth interviews were conducted among young Indian children in the age-group of 8–12 years. For data analysis “iterative method” is used. Inspiration was taken from Spiggle’s (1994), Ereaut’s (2002) and Holt and Thompson (2004).
Findings
Children’s relationships with brands are mainly characterised by four categories: their favourite brands, everyday brands, intergenerational brands and brand transgressions. Children’s favourite brands can be categorised 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.
Originality/value
This qualitative study has addressed the pressing need to understand child understands of brands. This is one of the very few empirical studies that have investigated child consumer behaviour regarding their association with brands.
Keywords
Citation
Chaudhary, M., Lopez, A. and Rodriguez, R. (2020), "Children’s relationships with brands: intergenerational and transgressions", Marketing Intelligence & Planning, Vol. 38 No. 1, pp. 75-88. https://doi.org/10.1108/MIP-03-2019-0137
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited