Children's relationships with brands: "True love" or "one-night" stand?

Group and individual interviews were conducted to examine relationships developed between children and brands in the family setting. Children's stories about brands suggest that they develop relationships with a wide range of brands and these relationships are imbedded in the social environment where children live and grow. Interpersonal relationship metaphors were utilized to describe different forms of child-brand relationships. The article concludes that children's relationships with brands serve important functions in their lives and have significant implications for marketers. (C) 2002 Wiley Periodicals, Inc.