Children and Their Brand Relationships

EXTENDED ABSTRACT - In this article, we explore children’s socialization into consumer-brand relationships. In order to understand young children’s brand consumption, we interviewed twenty parent-child dyads, comprised of ten children aged six- to seven-years old, ten children aged nine- to ten-years old, and twenty parents, recruited through a snowball sample strategy Four relationship styles emerged from the data: uberbrand relationships, lifestyle relationships, fad relationships, and phase relationships. These four brand relationship patterns are distinct from one another along three key properties: duration, marketer involvement, and interdependence on the brand (i.e., the ways that the brand intertwines with children’s lives in everyday usage). Subsequently, we propose a research agenda that poses basic questions about children’s brand relationship quality and about the brand-related meanings and consumer practices that develop over childhood.


Patricia Robinson and Steven Maxwell Kates (2005) ,"Children and Their Brand Relationships", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 578-579.


Patricia Robinson, Time Inc.
Steven Maxwell Kates, Simon Fraser University


NA - Advances in Consumer Research Volume 32 | 2005

Share Proceeding

Featured papers

See More


G1. Enchantment through Retro Product Consumption in a Digital World

Varala Maraj, City University of London, UK
Fleura Bardhi, City University of London, UK
Caroline Wiertz, City University of London, UK

Read More


Too Much of a Good Thing? Consumer Response to Changes in Brand Essence

Tarje Gaustad, Kristiania University College
Bendik Samuelsen, BI Norwegian Business School
Luk Warlop, Norwegian School of Management, Norway
Gavan Fitzsimons, Duke University, USA

Read More


N6. Not Myself: The Impact of Secret-Keeping on Consumer Choice Regret

DONGJIN HE, 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.