Self-Concept and Brand Relationship Dimensions on Teenage Consumption Representations

This study addresses the relationship between self-concept and brand perceptions on teenagers consumers market. Semi-structured interviews and projective techniques were conducted with 13 teenagers about 12 to 17 years old. The analysis revealed a set of 10 core dimensions for which the individual establishes relations between self-concept and brands. These dimensions are based in Interpersonal Influences, Personal Identifications and Moment of Transition of adolescence. There were found evidences that illustrate that what is perceived by consumers as brand personality approaches their self representations. This finding may help the development of positioning or consumer-brand relationship strategies.

Citation:

Ana Paula Cavallet and Paulo Prado (2011) ,"Self-Concept and Brand Relationship Dimensions on Teenage Consumption Representations", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 438.