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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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The Development of Self-Brand Connections in Children and Adolescents

Lan Nguyen Chaplin, Deborah Roedder John
DOI: http://dx.doi.org/10.1086/426622 119-129 First published online: 1 June 2005


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.

  • Child/Adolescent Consumer
  • Self-concept
  • Consumer Socialization
  • Symbolic Consumption/Semiotics
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