ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 Brands As Resources in Intergenerational Cultural Transfer Sandy Bulmer, Massey University, New Zealand Margo Buchanan-Oliver, University of Auckland, New Zealand The qualitative study analyses interviews with women and narrative accounts of their life histories to extend understanding of the role of brands in the intergenerational transfer of culture. Findings illustrate that parents use television brand advertising for teaching, and show that brands contribute to socialization of children into a culture. [to cite]: Sandy Bulmer and Margo Buchanan-Oliver (2011) ,"Brands As Resources in Intergenerational Cultural Transfer", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 379-384. [url]: http://www.acrwebsite.org/volumes/1009951/volumes/v39/NA-39 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.