Brand Preferences During Identity Transitions

Shirley Y. Y. Cheng, Hongkong Baptist University, China
Sharon Ng, Nanyang Technological University, Singapore
Iris W. Hung, National University of Singapore
This research studies changes in brand preferences emerging from an identity transition. Results show that mixed feelings about graduation can lead students who normally prefer student-symbolizing brands to like these brands less. We investigated the process explaining why students are more ready to “move-on” in terms of their brand preferences.
[ to cite ]:
Shirley Y. Y. Cheng, Sharon Ng, and Iris W. Hung (2011) ,"Brand Preferences During Identity Transitions", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.