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The Development of Self-Brand Connections in Children and Adolescents

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  • Lan Nguyen Chaplin
  • Deborah Roedder John

Abstract

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. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Lan Nguyen Chaplin & Deborah Roedder John, 2005. "The Development of Self-Brand Connections in Children and Adolescents," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 119-129, June.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:1:p:119-129
    DOI: 10.1086/426622
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