The Development of Self-Brand Connections in Children and Adolescents
AbstractIndividuals use brands to create and communicate their self-concepts, thereby creating self-brand connections. Although this phenomenon is well documented among adult consumers, we know very little about the role of brands in defining, expressing, and communicating self-concepts in children and adolescents. In this article, we examine the age at which children begin to incorporate brands into their self-concepts and how these self-brand connections change in qualitative ways as children move into adolescence. In three studies with children 8-18 yr. of age, we find that self-brand connections develop in number and sophistication between middle childhood and early adolescence. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..
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Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 32 (2005)
Issue (Month): 1 (06)
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