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World class computing and information science research at Strathclyde...

The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including by researchers from the Department of Computer & Information Sciences involved in mathematically structured programming, similarity and metric search, computer security, software systems, combinatronics and digital health.

The Department also includes the iSchool Research Group, which performs leading research into socio-technical phenomena and topics such as information retrieval and information seeking behaviour.

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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.