The child-brand relationship: social interactions matter

Angélique Rodhain () and Philippe Aurier
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Angélique Rodhain: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier
Philippe Aurier: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier

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Keywords: Brand relationships; Children; Consumer behavior; Interpretive consumer research; Qualitative research; Self-esteem; Social influence; Socialization (search for similar items in EconPapers)
Date: 2016
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Published in Journal of Product and Brand Management, 2016, 25 (1), pp.84-97. ⟨10.1108/JPBM-03-2015-0835⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02013749

DOI: 10.1108/JPBM-03-2015-0835

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