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

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.


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.


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


NA - Advances in Consumer Research Volume 41 | 2013

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