Brand Ownership As a Central Component of Adolescent Self‐esteem: The Development of a New Self‐esteem Scale

Isaksen, Katja; Roper, Stuart

doi:10.1002/mar.20906

Cited by 17 publications

(21 citation statements)

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“…In particular, BDS may trigger serious health‐problems (i.e., psychosomatic illnesses) in adolescents, as well as result in stress‐related coping, mainly, the purchase of branded products. Finally, the impact of a young consumer's perceived self‐confidence in moderating the relationship between BDS and its consequences is examined in Study 3 because adolescence is a critical developmental period for its formation (Isaksen & Roper, ).…”

Section: Model and Hypothesis Developmentmentioning

confidence: 99%

“…While the preceding bodies of research allude to potentially negative effects for adolescents regarding brands, no research has yet explored if brand consumption also has a stake in the increased stress levels among today's adolescents (APA, ). Thus, the current research responds to Isaksen and Roper's (, p. 1082) call for research to investigate “the antecedents and consequences of commercialism more precisely” and examine “the broader implications of the teenage market on well‐being” (Isaksen & Roper, , p. 661). By addressing this void, the current research makes four contributions.…”

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confidence: 99%

“…Possessions, and brands in particular, are important to young consumers and are used to communicate their identities and self‐concepts to others, as well as signal group membership and impress important others due to heightened insecurities (Isaksen & Roper, ). Teenagers wearing logoed shirts (e.g., Nike to signal coolness), certain brands of shoes (e.g., Vans to signal aspirational affiliation with skateboarders), or having the latest technological gadgets (e.g., Apple smartphones to signal tech‐savviness) are examples of the importance brands can play in young consumers’ lives.…”

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confidence: 99%

“…Teenagers wearing logoed shirts (e.g., Nike to signal coolness), certain brands of shoes (e.g., Vans to signal aspirational affiliation with skateboarders), or having the latest technological gadgets (e.g., Apple smartphones to signal tech‐savviness) are examples of the importance brands can play in young consumers’ lives. “Fitting in […] by having the right brands and possessions […]” (Chaplin, Hill, & John, , p. 80) is a leading motive driving consumption preferences for younger consumers who are highly aware of the “emotional and communicational power of brands” (Isaksen & Roper, , p. 661). The “right” brands and possessions do not necessarily mean the most expensive ones; they could be any socially desired brand(s).…”

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confidence: 99%

“…While such purchases positively impact the financial well‐being of companies, they are “unwanted” by young consumers and may negatively impact broader societal goals. Since this vulnerable age group spends much time in public (e.g., at school), their consumption choices are scrutinized by others more often than the ones made by adults (Isaksen & Roper, ), leading in some instances to an increased (unhealthy) desire to possess certain branded products and the potential negative consequences for such a desire (Chaplin et al., ). Because stress influences psychosomatic illnesses (Largo‐Wight, Peterson, & Chen, ), this health‐related consequence of BDS is integrated in the current model, suggesting that conscious and unconscious consumption conflicts may decrease adolescent well‐being (Smith, ).…”

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Adolescents’ perceived brand deprivation stress and its implications for corporate and consumer well-being

et al. 2017

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Stress can impact various aspects of a person's well-being. While some researchers have suggested that consumption-related activities may cause stress, no research has yet explored such stress among vulnerable, younger consumers. To better understand this phenomenon, the concept of adolescents' perceived brand deprivation stress (BDS) is introduced as a state of tension perceived negatively by a young consumer when he or she does not have specific brands from a particular product category. In a series of three studies with adolescents aged 11-17 years, a reliable and valid measure of BDS is developed and a framework encompassing antecedents and consequences of it is tested. This research demonstrates that an adolescent's peer group compared to the media exerts the strongest influence on BDS which is also affected by product involvement and age. In turn, stress influences both brand purchase intentions and psychosomatic illnesses, with the latter being reduced by consumer self-confidence. The studies show that BDS is real, but seemingly problematic for only a small portion of vulnerable adolescents. The findings suggest that marketers should be cautious when targeting young consumers and that educational programs aimed at developing consumer skills and confidence in adolescents are advisable.

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Section: Model and Hypothesis Developmentmentioning

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confidence: 99%

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Adolescents’ perceived brand deprivation stress and its implications for corporate and consumer well-being

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Buying happiness: How brand engagement in self‐concept affects purchase happiness

Razmus

Grabner‐Kräuter

Kostyra

et al. 2022

Psychology and Marketing

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In general, experiential purchases have been found to make people happier than material purchases. However, previous research has ignored a crucial issue-the importance of the brand and the consumer−brand relationship in this context. Since many purchases are associated with a brand and the brand is often the main motivation for the purchase, we argue that researchers should include the consumer −brand relationship in studies on the effects of material versus experiential consumption on happiness. Building on the social exchange theory, the current research examines the moderating role of consumers' tendency to include brands as part of the self in the relationship between purchase type and happiness. Across three studies, using different methods (a comparative survey: N1 = 422 individuals; two experiments: N2 = 206 and N3 = 177 individuals), we found that individuals with high levels of brand engagement in self-concept (BESC) derive similar levels of purchase-related happiness from experiential and material purchases, while individuals with low levels of BESC find more purchase-related happiness in experiential than in material purchases.brand engagement in self-concept, consumer happiness, consumer−brand relationship, experiential purchases, happiness, material purchases | INTRODUCTIONJust about all people strive to be happy. To achieve this fundamental human goal, they make decisions every day-including purchasing decisions (Mogilner et al., 2012). In this respect, happiness research is also relevant for consumer research (Brakus et al., 2022;Nicolao et al., 2009). Here, one of the more explored areas, which has been studied for about two decades (Dunn et al., 2011), focuses on the relationship between the type of purchase (material vs. experienceoriented) and happiness. Many studies (see Gilovich & Gallo, 2020;

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The Psychology of Globalization

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Brand Ownership As a Central Component of Adolescent Self‐esteem: The Development of a New Self‐esteem Scale

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Cited by 17 publications

References 71 publications

Adolescents’ perceived brand deprivation stress and its implications for corporate and consumer well-being

Adolescents’ perceived brand deprivation stress and its implications for corporate and consumer well-being

Buying happiness: How brand engagement in self‐concept affects purchase happiness

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