Self-Brand Connection among Adolescents - A Qualitative Analysis
Alka Sharma (Professor, The Business School, University of Jammu, Jammu & Kashmir, India) and Deeksha Singh* (Research Scholar, The Business School, University of Jammu, Jammu & Kashmir, India), *Corresponding author's Email
Sharma, Alka and Singh, Deeksha (2015), “Self-Brand Connection among Adolescents - A Qualitative Analysis”, MERC Global’s International Journal of Management, Vol. 3, Issue 3, pp. 124-133.
Submitted: April 20, 2015, Revision received: May 19, 2015, Accepted: June 04, 2015
Adolescents have become a growing force in almost all the global markets, thereby encouraging the marketers to unveil the buying behaviour of this segment. Moreover, this segment has emerged as the brands oriented consumers. They connote themselves with different brand attributes such as recognition and status, family traditions, quality of the products, group influence, national heritage, self-identity and values. Therefore, the brands are perceived as a pivotal tool for creating individual identity, a sense of achievement and individuality for consumers. Numerous researchers have demonstrated that individuals facilitate products to create and communicate their self-concept, thereby creating self-brand connection. The self-brand connection refers to an extent to which brand expresses considerable aspects of the consumer’s self-identity, ethics and goals. In this context, the present research paper converges to analyse the self-brand connections among adolescents in a qualitative manner. The present research work is qualitative in nature and a combination of studies consisting of psychological testing and collage technique. This study has been conducted on two categories of adolescents in the age group of 11-14 years and 15-17 years.
Aaker, D. (1999), “The malleable self: The role of self–expression in persuasion”, Journal of Marketing Research, Vol. 36, pp. 45-47.
Aaker, J. (1997), “Dimensions of Brand Personality”, Journal of Marketing Research, Vol. 34, (August), pp. 347-356.
Aaker, Jennifer; Fournier, Susan and Brasel, S. Adam (2004), “When Good Brands Do Bad,” Journal of Consumer Research, Vol 31 (June), pp 1-16.
Aggarwal, Pankaj (2004), “The Effects of Brand Relationship Norms on Consumer Attitudes and Behaviour”, Journal of Consumer Research, Vol. 31 (June), pp. 87-101.
Arnould, E. J. (2005), “Animating the big middle”, Journal of Retailing, Vol. 81, Issue 02, pp. 89-96.
Chaplin, Lan Nguyen and Roedder John, Deborah (2005), “The development of self-brand connections among children and adolescents”, Journal of Consumer Research, Vol. 32.
Cooley, C. H. (1902), Human nature and the Social Order, New York: Scnbner.
Cross, Susan E.; Bacon, Pamela L. and Morris, Michael L. (2000), “The Relational-Interdependent Self-Construal and Relationships,” Journal of Personality and Social Psychology, Vol. 78, Issue 04, pp. 791-808.
Escalas, J. E. and Bettman, J. R. (2003), “You Are What They Eat: The influence of Reference Groups on Consumers Connections to Brands”, Journal of Consumer Psychology, Vol. 13, Issue 03, pp. 339-348.
Escalas, J. E. and Bettman, J. R. (2004), “Narrative processing: Building consumer connections to brands”, Journal of consumer psychology, Vol. 14, pp. 168-179.
Escalas, J. E. and Bettman, J. R. (2005), “Self construal, Reference Groups and Brand Meaning”, Journal of Consumer Research, Vol. 32, Issue 03, pp. 378-89.
Fournier, S. (1998), “Consumers and Their Brands: Developing Relationship”, Theory in Consumer Research, Vol. 24, pp. 343-373.
Freling, Traci H. and Forbes, Lucas, P. (2005), “An empirical analysis of brand personality effect”, Journal of Product & Brand Management, Vol. 14, Issue 07, pp. 404-413.
Grubb, Edward L. and Bruce, Lstern (1971), “Self-concept and Significant Others”, Journal of Marketing Research, Vol. 31 (October), pp. 22-27.
Grubb, Edward L. and Grathwohl, Harrison L. (1967), “Consumer Self –Concept, Symbolism and Market Behaviour: Theoretical Approach”, Journal of Marketing, Vol. 31, pp. 22-27.
Hieronimus, F. (2003), “Personality-directed Brand Management - An Empirical Study on the Measurement, Perception and Impact of Brand Personality, Peter Lang, Frankfurt am Main.
India Country Programme Report (2013-2017), available at: http://www.unicef.org/about/execboard/files/India-2013-2017-final_approved-English-14Sept2012.pdf.
Johar, G. V.; Sengupta, J. and Aaker, J. (2005), “Two Roads to Updating Brand Personality Impressions: Trait versus Evaluative Inferencing”, Journal of Marketing Research, Vol. 42, Issue 04, pp. 458-69.
Khan, Asif Muhammad and Bozzo, Cecile (2012), “Connection between self-concept and brand preference and the role of product usage”, presented at the International IJAS Conference for Academic Disciplines, pp. 13-16 March 2012, Las Vegas, USA.
Kroger, J. (1996), Identity in Adolescence: the Balance between self and other, London, Routledge.
Kuhn, Manford H. and Thomas, McPartland (1954), “An Empirical Investigation of Self-Attitudes,” American Sociological Review, Vol. 19 (February), pp. 68-76.
Le Bigot, J. Y. (2004), Vive les 11-25, Paris, Eyrolles.
Levy, Sidney J. (1959), “Symbols for Sale”, Harvard Business Review, Vol. 37, Issue 04 Jul/Aug, pp. 117-124.
Lindstorm, M. (2004), “Branding is no longer child’s play!”, Journal of Consumer Marketing, Vol. 21, Issue 03, pp. 175-182.
McCracken, G. (1986), “Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods”, Journal of Consumer Research, Vol. 13, Issue 01.
O’Cass, A and McEwen, H. (2004), “Exploring consumer status & conspicuous consumption”, Journal of Consumer Behaviour, Vol. 4, Issue 01, pp. 25-39.
O’Cass, A. and Frost, M. (2002), “Status brands: examining the effect of non- product- related brand association and conspicuous consumption”, Journal of Product and Brand Management, Vol. 11, Issue 02, pp. 67-88.
Onkivist, S. and Shaw, J. (1987), “Self-concept and image congruence: some research and managerial implication”, The Journal of Consumer Marketing, Vol. 4, Issue 01.
Pitta, D. A. and Franzk, F. J. (2008), “Foundations for building share of heart in global brands”,Journal of Product and Brand Management, Vol. 17, Issue 02, pp. 64-72.
Rosenberg, M. (1979), Conceiving the Self, Basic books, New York, NY.
Schouten, J. W. (1991), “Selves in transition: Symbolic consumption in personal rites of passage and identity reconstruction”, Journal of Consumer Research, Vol. 17, pp. 412-25.
Shyamla, K. (2013), “Role of technology acceptance model and peer influence on consumer decision-making and online buying behaviour”, International Journal of Logistics and Supply Chain Management Perspectives, Vol. 2, Issue 13.
Smallshaw, J. (2001), “Brands should target tweens to win loyal consumers for life”, Brand strategy, Vol. 15, Issue 02.
Stipek, Deborah and Douglas, MacIver (1989), “Developmental Change in Children’s Assessment of Intellectual Competence,” Child Development, Vol. 60 (June), pp. 521-38.
Swaminathan, Vanitha; Page, Karen L. and Gürhan‐Canli, Zeynep (2007), “My” Brand or “out” Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluation”, Journal of Consumer Research, Vol. 34, pp. 248-259.
Swaminathan, Vanitha; Stilley, Karen M. and Ahluwalia, Rohini (2008), “When brand personality matters: the moderating role of attachment styles”, Journal of Consumer Research, Vol. 35, Issue 04, pp. 985-1002.
Upshaw, L. B. (1995), Building Brand Loyalty: A Strategy in a Hostile Marketplace, New York, NY, John Wiley and Sons.
Wallendrof, M. and Arnould, E. J. (1988), “My favourite things: a cross cultural inquiry into object attachment, possessiveness and social linkage”, Journal of Consumer Research, Vol. 14, pp. 531-47.
Wang, Q.; Leichtman, M. D. and White, S. H. (1998), “Childhood Memory and Self-Description in Young Chinese Adults: The Impact of Growing up an Only Child,” Cognition, Vol. 69 (November), pp. 73-103.