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Brand and family identity. A journey to the heart of the dyad father–son : from animism to totemism
[Marque et identité familiale. Voyage au cœur de la dyade père-fils : de l'animisme au totémisme ?]

Author

Listed:
  • Dominique Billon

    (NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

  • Pascale Ezan

    (NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

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.

Suggested Citation

  • Dominique Billon & Pascale Ezan, 2015. "Brand and family identity. A journey to the heart of the dyad father–son : from animism to totemism [Marque et identité familiale. Voyage au cœur de la dyade père-fils : de l'animisme au totémisme ," Post-Print hal-02072925, HAL.
    • Handle: RePEc:hal:journl:hal-02072925
    as

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