Brands As Resources in Intergenerational Cultural Transfer

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.


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.


Sandy Bulmer, Massey University, New Zealand
Margo Buchanan-Oliver, University of Auckland, New Zealand


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


D2. When a Negative Review Can Help the Company: the Role of the Unfairness and Empathy

Maria Alice Pasdiora, UFRGS
Cristiane Pizzutti, UFRGS
Natalia Englert, UFRGS

Read More


Exiting Etsy? When Collaboration Among Market Co-Creators Come Undone

daiane scaraboto, Pontificia Universidad Católica de Chile
Eileen Fischer, York University, Canada

Read More


D5. Bragging about Effort? Personal Effort Decreases Word-of-Mouth

JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.