Exploring the Concept of Brand Embarrassment: the Experiences of Older Adolescents

Although consumer behavior researchers pay continuing attention to brands and their importance to consumers, not much is known about the negative emotional effects of brands. The authors extend prior research by introducing a new construct called ‘brand embarrassment’. Brand embarrassment refers to anxiety and negative emotions evoked by brands in certain consumption contexts. A qualitative study with older adolescents in the United Kingdom finds that embarrassment is experienced in the private and public domains. Brand embarrassment is explained in terms of issues of the personal-self and relationships with brands. Overwhelmingly, the participants claim that they try to avoid possible brand embarrassment.



Citation:

Ian Grant and Gianfranco Walsh (2009) ,"Exploring the Concept of Brand Embarrassment: the Experiences of Older Adolescents", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 218-224.

Authors

Ian Grant, University of Strathclyde, UK
Gianfranco Walsh, University of Koblenz-Landau, Germany



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Globalizing from the Periphery: The Role of Consumer Paratextual Translation

Angela Gracia B. Cruz, Monash University, Australia
Yuri Seo, University of Auckland, New Zealand
Itir Binay, Monash University, Australia

Read More

Featured

When Perceiving Oneself as a Spender Increases Saving

Emily Garbinsky, University of Notre Dame, USA
Nicole Mead, University of Melbourne, Australia

Read More

Featured

F4. Social Support First, Money Later: Perceived Economic Mobility Increases Happiness When Perceived Social Support Opens the Door

Yong Ju Kwon, Seoul National University, USA
Sara Kim, University of Hong Kong
Youjae Yi, Seoul National University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.