Grant, Ian and Walsh, Gianfranco (2009) Exploring the concept of brand embarrassment: the experiences of older adolescents. Advances in Consumer Research, 36. pp. 218-224. ISSN 0098-9258Full text not available in this repository. (Request a copy from the Strathclyde author)
Although consumer behavior researchers pay continuing attention to brands and their importance to consumers, not much is known about the negative emotional effects of brands. The authors extend prior research by introducing a new construct called 'brand embarrassment'. Brand embarrassment refers to anxiety and negative emotions evoked by brands in certain consumption contexts. A qualitative study with older adolescents in the United Kingdom finds that embarrassment is experienced in the private and public domains. Brand embarrassment is explained in terms of issues of the personal-self and relationships with brands. Overwhelmingly, the participants claim that they try to avoid possible brand embarrassment.
|Keywords:||brand embarrassment, older adolescents, consumers, consumer behaviour, Social Sciences (General), Economics and Econometrics, Applied Psychology, Marketing|
|Subjects:||Social Sciences > Social Sciences (General)|
|Department:||Strathclyde Business School > Marketing|
|Depositing user:||Mrs Jan Whiteford|
|Date Deposited:||25 Feb 2010 13:39|
|Last modified:||27 Jan 2017 03:24|