Close to Consumers: How Brands Can Foster Brand Loyalty Within Families

Janina Rebecca Kauz2025-06-022025-06-022025https://www.alexandria.unisg.ch/handle/20.500.14171/122814Research shows that brands are embedded in familial consumption practices. However, it is unclear what brands can do to foster their inclusion within a practice. This article shows that brands can embed themselves in family practices by providing materials for practices, fostering extraordinary meanings in ordinary practices, and imparting competences.Close to Consumers: How Brands Can Foster Brand Loyalty Within Familiesjournal article