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Exploring the concept of brand embarrassment: the experiences of older adolescents

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 0098-9258

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Abstract

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.

Item type: Article
ID code: 15875
Keywords: brand embarrassment, older adolescents, consumers, consumer behaviour, Social Sciences (General)
Subjects: Social Sciences > Social Sciences (General)
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Mrs Jan Whiteford
    Date Deposited: 25 Feb 2010 13:39
    Last modified: 12 Mar 2012 11:03
    URI: http://strathprints.strath.ac.uk/id/eprint/15875

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