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- Title
The Development of Self-Brand Connections in Children and Adolescents.
- Authors
CHAPLIN, LAN NGUYEN; JOHN, DEBORAH ROEDDER
- Abstract
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.
- Subjects
BRAND name products; IDENTITY (Psychology) in youth; SELF-perception in adolescence; YOUNG consumers; CONCEPTS in children; CONSUMER preferences; ADOLESCENT psychology; CONSUMER behavior; BRAND choice; AGE (Psychology); PSYCHOLOGY
- Publication
Journal of Consumer Research, 2005, Vol 32, Issue 1, p119
- ISSN
0093-5301
- Publication type
Article
- DOI
10.1086/426622