Self-Esteem Discrepancy and Adolescents’ Self-Connections to Peer Groups' Brands

Burak Tunca, University of Agder, Norway
Sigurd V. Troye, Norwegian School of Economics, NHH, Norway
Prior research has shown that discrepancies between implicit and explicit self-esteem are associated with higher self-enhancement needs. This study proposes that individuals with a discrepant self-esteem will have higher tendencies to develop self-connections to brands that are associated with their reference groups as a form self-enhancement. Findings from an adolescent sample provide empirical support for this postulation.
[ to cite ]:
Burak Tunca and Sigurd V. Troye (2013) ,"Self-Esteem Discrepancy and Adolescents’ Self-Connections to Peer Groups' Brands", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.