... of good impression suggests that consumers use brands to maintain family connections, which should be considered a pertinent brand strategy. Originality/value This study develops the aforementioned five IGBI dimensions that describe the interactions between parent–child consumers that result in brand...

.... The methods of researching the contradictory components of Chupa Chups will be discussed. K e y w o r d s : Branding, Youth, Contradiction, Animation, Brand Strategy CASE STUDY Caroline Piaster, Chupa Chups SA, Barcelona, Global Marketing, 8 Bennerley Road, London SW11 6DS, UK Tel:+34 93 495 9541 Sven Arn, H...