Self-Brand Connections in Children

Development from Childhood to Adolescence

Authored by: Deborah Roedder John , Lan Nguyen Chaplin

The Routledge Companion to Identity and Consumption

Print publication date:  December  2012
Online publication date:  January  2013

Print ISBN: 9780415783064
eBook ISBN: 9780203105337
Adobe ISBN: 9781136253522

10.4324/9780203105337.ch18

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Abstract

Individuals use consumer goods to define and communicate their self-concepts to others (Belk 1988; Kleine et al. 1995; Sirgy 1982; Solomon 1983; Wallendorf and Arnould 1988). Brands, in particular, are well suited for this purpose given the large number of available brands and the distinctive brand images they reflect (Fournier 1998; Gardner and Levy 1955; Muñiz and O’Guinn 2001; Schouten and McAlexander 1995). For example, some brands of watches are associated with a sophisticated personality (Cartier), while others are thought of as fun (Swatch) or adventurous (Rolex Mariner). By owning and using these brands, consumers can appropriate the associations of sophistication, fun, or adventure into their self-concepts. In this way, consumers form connections between brands and their self-concepts, referred to as self-brand connections (Escalas and Bettman 2003).

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