The Development of Self-Brand Connections in Children and Adolescents
Individuals 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..
Volume (Year): 32 (2005)
Issue (Month): 1 (06)
|Contact details of provider:|| |
When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:v:32:y:2005:i:1:p:119-129. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Oxford University Press)
If references are entirely missing, you can add them using this form.