Brands: What’s Love Got to Do with It?

Abstract

Brands are all around us and impact our lives in more ways than we can imagine. Not surprising, extant literature revolving around the notion of brand is rich and varied. However, not enough research attention has been given to family as a decision making unit and brands preferred by this unit. We first propose a conceptual framework outlining various decision making domains of family decision making unit and use secondary data to understand if there are clusters of brands preferred by mothers and kids, jointly or individually. The findings indicate that most of the brands fall within the domain of food for indulgence and entertainment. We also discuss these findings and suggest implications for researchers and marketers.