Inherited Brand Relationships: How Consumers Inherit Brand Relationships from Their Parents

Janina Rebecca KauzJohanna Franziska Gollnhofer2024-03-202024-03-202024-03-16https://www.alexandria.unisg.ch/handle/20.500.14171/119727Previous research shows parallels between parents’ and adult children’s brand portfolios. In this paper, we elucidate this phenomenon by uncovering the processes behind brand relationship inheritance. We show that brand relationship inheritance is based on doing family through the brand, creating and recreating childhood experiences, and opponent brands. We discuss the contributions to and implications for existing research.Inherited Brand Relationships: How Consumers Inherit Brand Relationships from Their Parentsconference contribution