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Marque et identité familiale. Voyage au cœur de la dyade père-fils : de l'animisme au totémisme ?

Abstract : In the most recent publications, family is viewed as a social organisation with co-constructed objectives and inteactions between its members that shape purchasing and consumption decisions. This paper studies in depth aspecific dyadic unit, neglected until now by consumer researchers, the fatherson dyad. It tells how a brand play a significative role in shaping identity at the individual and dyadic level, unveils an animism-based incorporation process, that goes far beyond the transmission process and demonstrates how a brand can become a totem in a family.
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https://hal-normandie-univ.archives-ouvertes.fr/hal-02072925
Contributor : Sabrina Mommolin <>
Submitted on : Tuesday, March 19, 2019 - 3:10:55 PM
Last modification on : Wednesday, March 20, 2019 - 6:13:49 PM

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  • HAL Id : hal-02072925, version 1

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Dominique Billon, Pascale Ezan. Marque et identité familiale. Voyage au cœur de la dyade père-fils : de l'animisme au totémisme ?. 14èmes Journées Normandes de Recherches sur la Consommation: Société et Consommation, Nov 2015, Angers, France. ⟨hal-02072925⟩

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