"My Nana, My Mom and I Went to American Girl": Brand Experience in the Construction of Family Mythology

The processes by which family identities are constructed develop in different ways. Gendered family histories and memories, cultural heritage, and shared gendered experiences are typical ways women perpetuate models of femininity and prepare a new generation for roles of female kinship and motherhood. In our ethnography of the American Girl brand, we find brand stories being used and reinterpreted to construct different types of gendered family identities. Girls, mothers, and grandmothers play not only with dolls, but with brand stories. These brand stories serve as foundations for them to build new stories, family identities, and memories.


Amber Epp, Linda Price, and Robert Kozinets (2005) ,""My Nana, My Mom and I Went to American Girl": Brand Experience in the Construction of Family Mythology", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 155-159.


Amber Epp, University of Nebraska
Linda Price, University of Nebraska
Robert Kozinets, University of Wisconsin-Madison


E - European Advances in Consumer Research Volume 7 | 2005

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