Peer Group Influences in Development of Self-Brand Connections

Although peers’ role in consumer socialization process is well acknowledged, little is known with regard to their influence in development of self-brand connections. The paper addresses this gap and finds that, compared to children, adolescents perceive higher self-image congruity with peers and incorporate larger number of peer-associated brands into self-descriptions.


Burak Tunca and Sigurd V. Troye (2013) ,"Peer Group Influences in Development of Self-Brand Connections", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 342-342.


Burak Tunca, University of Agder, Norway
Sigurd V. Troye, Norwegian School of Management, Norway


E - European Advances in Consumer Research Volume 10 | 2013

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