Brands and the Identification of Children

RODHAIN ANGELIQUE, CREGO, University of Montpellier 2



Angélique RODHAIN

(University of Montpellier 2 and Montpellier Graduate Institute of Business)


Literature shows a growing interest in the role played by brands in the everyday life of consumers. And identity is often put forward since brands are recognized to be linked to consumers’ own identity. Yet, even if this link occurs at an early age, few studies deal with children. Hence this paper aims at identifying the role played by brands in the identification process of 10-11 year-old children. Thanks to a qualitative research led in schools, this article suggests that brands intervene in the sexual identification, the identification of an age group, of a peer group, of the family and of a whole community.

[ to cite ]:
RODHAIN ANGELIQUE (2006) ,"Brands and the Identification of Children", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 549-555.