TY - JOUR
T1 - The development of self-brand connections in children and adolescents
AU - Chaplin, Lan Nguyen
AU - John, Deborah Roedder
PY - 2005/6
Y1 - 2005/6
N2 - Individuals use brands to create and communicate their self-concepts, thereby creating self-brand connections. Although this phenomenon is well documented among adult consumers, we know very little about the role of brands in defining, expressing, and communicating self-concepts in children and adolescents. In this article, we examine the age at which children begin to incorporate brands into their self-concepts and how these self-brand connections change in qualitative ways as children move into adolescence. In three studies with children 8-18 yr. of age, we find that self-brand connections develop in number and sophistication between middle childhood and early adolescence.
AB - Individuals use brands to create and communicate their self-concepts, thereby creating self-brand connections. Although this phenomenon is well documented among adult consumers, we know very little about the role of brands in defining, expressing, and communicating self-concepts in children and adolescents. In this article, we examine the age at which children begin to incorporate brands into their self-concepts and how these self-brand connections change in qualitative ways as children move into adolescence. In three studies with children 8-18 yr. of age, we find that self-brand connections develop in number and sophistication between middle childhood and early adolescence.
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U2 - 10.1086/426622
DO - 10.1086/426622
M3 - Article
AN - SCOPUS:22144456421
SN - 0093-5301
VL - 32
SP - 119
EP - 129
JO - Journal of Consumer Research
JF - Journal of Consumer Research
IS - 1
ER -