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Keywords: Identity development
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Journal Articles
Investigating relationships between adolescents' liking for an apparel brand and brand self congruency
Available to Purchase
Young Consumers: Insight and Ideas for Responsible Marketers (2012) 13 (1): 74–85.
Published: 09 March 2012
... and female adolescents use branded apparel products in relation to their identity development status. Researchers have revealed links between brand preferences and self‐concept with undergraduates and adult consumers. Grubb and Hupp (1968) found that male and female college students who owned the same...
