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Using Childhood Memory to Gain Insight into Brand Meaning

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dc.contributor.authorBraun-LaTour, Kathryn A.
dc.contributor.authorLaTour, Michael S.
dc.contributor.authorZinkhan, George M.
dc.date.accessioned2020-09-12T21:02:52Z
dc.date.available2020-09-12T21:02:52Z
dc.date.issued2007-04-01
dc.description.abstractIn this article, the authors introduce the concept that people's earliest and defining product memories can be used as a projective tool to help managers more fully understand consumers' relationships to their products. The authors use a study on three generations of automobile consumers to illustrate how these memories symbolize the consumer-brand relationship and how they can be used to gain insights into brand meaning. The findings indicate that people's earliest and defining experiences have an important influence on current and future preferences in predictable ways across the consumer life cycle. These memory experiences are symbolic to the consumer and represent a new lens for viewing brand meaning, which complements the toolbox of extant research methods. The authors provide details about this technique for managers who are searching for methods that recognize that consumers coproduce brand meanings.
dc.description.legacydownloadsLaTour15_Using_Childhood_Memories_to_Gain_Insight_into_Brand_Meaning.pdf: 1851 downloads, before Aug. 1, 2020.
dc.identifier.other5078547
dc.identifier.urihttps://hdl.handle.net/1813/71436
dc.language.isoen_US
dc.rightsRequired Publisher Statement: © American Marketing Association. Reprinted with permission. All rights reserved.
dc.subjectconsumer relations
dc.subjectbrand meaning
dc.subjectchildhood memory
dc.subjectconsumer-brand relationship
dc.titleUsing Childhood Memory to Gain Insight into Brand Meaning
dc.typearticle
local.authorAffiliationBraun-LaTour, Kathryn A.: kal276@cornell.edu Cornell University
local.authorAffiliationLaTour, Michael S.: msl275@cornell.edu Cornell University
local.authorAffiliationZinkhan, George M.: University of Georgia

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