Brands As Resources in Intergenerational Cultural Transfer

Sandy Bulmer, Massey University, New Zealand
Margo Buchanan-Oliver, University of Auckland, New Zealand
The qualitative study analyses interviews with women and narrative accounts of their life histories to extend understanding of the role of brands in the intergenerational transfer of culture. Findings illustrate that parents use television brand advertising for teaching, and show that brands contribute to socialization of children into a culture.
[ to cite ]:
Sandy Bulmer and Margo Buchanan-Oliver (2011) ,"Brands As Resources in Intergenerational Cultural Transfer", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 379-384.