Our paper addresses brand meaning negotiations by second-order consumers, in this case buyers of children’s toys.
This paper was developed from the poster The peril of pink bricks: Gender ideology and LEGO Friends, presented at CCT X in Fayetteville, Arkansas and awarded Best Poster. We thank Professor Eric Arnould and three anonymous reviewers for insightful comments.
Knudsen, G. and Kuever, E. (2015), "The Peril of Pink Bricks: Gender Ideology and LEGO Friends", Consumer Culture Theory (Research in Consumer Behavior, Vol. 17), Emerald Group Publishing Limited, pp. 171-188. https://doi.org/10.1108/S0885-211120150000017009Download as .RIS
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