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EMERGING TENDENCY OF BRANDS UTILIZATION AND ITS IMPACTS ON LIFE SATISFACTION OF UNIVERSITY STUDENTS
Corresponding Author(s) : Kanwal Yasmin
Humanities & Social Sciences Reviews,
Vol. 9 No. 4 (2021): July
Abstract
Purpose of the study: This research examines the emerging tendency of brands utilization and its impacts on the life satisfaction of university students.
Methodology: It is a quantitative study where a survey research method has been used, and for data collection, the questionnaire has been prepared. Demographic variables like area, age, gender, qualification, and location are also included. A sample of 385 students was selected by using the proportional allocation method. Statistical analysis for data was done through SPSS software. Researchers used a linear regression analysis test to find out the impacts of brand utilization on the life satisfaction of university students.
Principal Findings: The findings of the study show that life satisfaction has a significantly negative correlation with brand utilization. Research also indicates that most purchased items were branded clothing and cosmetic products.
Application of the study: This paper will be helpful to understand brand utilization and its impacts on youth’s life satisfaction.
Novelty/Originality of this study: To analyze the growing tendency of luxury and brands products, researchers determined to check the impacts of branded products on life satisfaction levels. To examine the impacts of brand utilization, this research focused on four Pakistani universities and the life satisfaction level of students has bees examined.
Keywords
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- Abbas, T., Abrar, M., Saleem, R., & Iqbal, A. (2016). The relationship of life satisfaction with buying intention and brand behavior for global brand. European Journal of Business and Management, 8(31), 97-105.
- Ahmad, W., Arshad, H. M., Sabir, R. I., & Ashraf, R. U. (2013). Antecedents of purchase intention for foreign apparel products among Pakistani university students: Implications for market entry strategy. Middle-East Journal of Scientific Research, 16(9), 1255-1263. https://doi: 10.5829/idosi.mejsr.2013.16.09.12018
- Akaka, M. A., & Alden, D. L. (2010). Global brand positioning and perceptions: International advertising and global consumer culture. International journal of Advertising, 29(1), 37-56. https://doi.org/10.2501/S02650 48709201026 DOI: https://doi.org/10.2501/S0265048709201026
- Belk, R. W., 1985. Materialism: Trait aspects of living in the material world. Journal of Consumer Research 12(3), 265-280. https://doi.org/10.1086/208515 DOI: https://doi.org/10.1086/208515
- Butgel Tunalı, S. (2016). Study on the effect of use of luxury brand during the social identity projection of individuals. https://doi.org/10.7456/10603100/004 DOI: https://doi.org/10.7456/10603100/004
- Charles, K. K., Hurst, E., &Roussanov, N. (2009). Conspicuous consumption and race. The Quarterly Journal of Economics, 124(2), 425-467. https://doi.org/10.1162/qjec.2009.124.2.425 DOI: https://doi.org/10.1162/qjec.2009.124.2.425
- Chang, C. C., Oh, R. R. Y., Le Nghiem, T. P., Zhang, Y., Tan, C. L., Lin, B. B. & Carrasco, L. R. (2020). Life satisfaction linked to the diversity of nature experiences and nature views from the window. Landscape and Urban Planning, 2020, 103874. https://doi.org/10.1016/j.landurbplan.2020.103874 DOI: https://doi.org/10.1016/j.landurbplan.2020.103874
- Gürhan-Canli, Z., Sarial-Abi, G., & Hayran, C. (2018). Consumers and brands across the globe: research synthesis and new directions. Journal of International Marketing, 26(1), 96-117. https://doi.org/10.1509/j im.17.0063 DOI: https://doi.org/10.1509/jim.17.0063
- Frey, B. S., Luechinger, S., &Stutzer, A. (2010). The life satisfaction approach to environmental valuation. Annu. Rev. Resour. Econ., 2(1), 139-160. https://doi.org/10.1146/annurev.resource.012809.103926 DOI: https://doi.org/10.1146/annurev.resource.012809.103926
- Greenspoon, P. J., & Saklofske, D. H. (2001). Toward an integration of subjective well-being and psychopathology. Social Indicators Research, 54(1), 81-108. https://doi.org/10.1023/A:1007219227883 DOI: https://doi.org/10.1023/A:1007219227883
- Grossman, M., & Rowat, K. M. (1995). Parental relationships, coping strategies, received support, and wellâ€being in adolescents of separated or divorced and married parents. Research in Nursing & Health, 18(3), 249-261. https://doi.org/10.1002/nur.4770180308 DOI: https://doi.org/10.1002/nur.4770180308
- Halvorsen, I., & Heyerdahl, S. (2006). Girls with anorexia nervosa as young adults: Personality, selfâ€esteem, and life satisfaction. International Journal of Eating Disorders, 39(4), 285-293. https://doi.org/10. 1002/eat.20248 DOI: https://doi.org/10.1002/eat.20248
- Hartmann, P., &Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of business Research, 65(9), 1254-1263. https://doi.org/10.1016/j.jbusres.2011.11.001 DOI: https://doi.org/10.1016/j.jbusres.2011.11.001
- Koehn, N. F. (2001). Brand new: How entrepreneurs earned consumers' trust from Wedgwood to Dell (p. 5). Boston, MA: Harvard Business School Press.
- Laroche, F.R.S.C., Papadopoulos, N., Heslop, L., & Bergeron, J. (2003). Effects of subcultural differences on country and product evaluations. Journal of Consumer Behaviour: An International Research Review, 2(3), 232-247. https://doi.org/10.1002/cb.104 DOI: https://doi.org/10.1002/cb.104
- Maggioni, I., Sands, S., Kachouie, R., & Tsarenko, Y. (2019). Shopping for well-being: The role of consumer decision-making styles. Journal of Business Research, 105, 21-32. https://doi.org/10.1016/j.jbu sres.2019.07.040 DOI: https://doi.org/10.1016/j.jbusres.2019.07.040
- McKnight, C. G., Huebner, E. S., & Suldo, S. (2002). Relationships among stressful life events, temperament, problem behavior, and global life satisfaction in adolescents. Psychology in the Schools, 39(6), 677-687. https://doi.org/10.1002/pits.10062 DOI: https://doi.org/10.1002/pits.10062
- Milevsky, A., Schlechter, M., Netter, S., & Keehn, D. (2007). Maternal and paternal parenting styles in adolescents: Associations with self-esteem, depression and life-satisfaction. Journal of child and family studies, 16(1), 39-47. https://doi.org/10.1007/s10826-006-9066-5 DOI: https://doi.org/10.1007/s10826-006-9066-5
- Mrad, M., & Cui, C. C. (2020). Comorbidity of compulsive buying and brand addiction: An examination of two types of addictive consumption. Journal of Business Research, 113, 399-408. https://doi.org/10.1016/j.jbus res.2019.09.023 DOI: https://doi.org/10.1016/j.jbusres.2019.09.023
- Oliva, A., & Arranz, E. (2005). Sibling relationships during adolescence. European Journal of Developmental Psychology, 2(3), 253-270. https://doi.org/10.1080/17405620544000002 DOI: https://doi.org/10.1080/17405620544000002
- Paxton, R. J., Valois, R. F., Huebner, E. S., & Drane, J. W. (2006). Opportunity for adult bonding/meaningful neighborhood roles and life-satisfaction among USA middle school students. Social Indicators Research, 79(2), 291-312. DOI: https://doi.org/10.1007/s11205-005-4129-3
- Powdthavee, N., & Vignoles, A. (2008). Mental health of parents and life satisfaction of children: A within-family analysis of intergenerational transmission of well-being. Social Indicators Research, 88(3), 397-422. DOI: https://doi.org/10.1007/s11205-007-9223-2
- Proctor, C. (2014). Enhancing well-being in youth: Positive psychology interventions for education in Britain. Handbook of positive psychology in schools, 416-432.
- Proctor, C., & Linley, P. A. (2014). Life satisfaction in youth. Increasing psychological well-being in clinical and educational settings, 199-215. DOI: https://doi.org/10.1007/978-94-017-8669-0_13
- Proctor, C. L., & Linley, P. A. (2009). i Maltby, J.(2009). Youth life satisfaction: A review of the literature. Journal of Happiness Studies, 10(5), 583-630. https://doi.org/10.1080/17439760802650816 DOI: https://doi.org/10.1007/s10902-008-9110-9
- Saloumi, C., & Plourde, H. (2010). Differences in psychological correlates of excess weight between adolescents and young adults in Canada. Psychology, Health & Medicine, 15(3), 314-325. https://doi.org/10.1080/13548501003668711 DOI: https://doi.org/10.1080/13548501003668711
- Sithole, T. M., Chiliya, N., Maziriri, E. T., & Mapuranga, M. (2020). Precursors of status consumption and life satisfaction: A case of smartphones among the Generation Y cohort. The Retail and Marketing Review, 16(2), 154-160. https://hdl.handle.net/10520/ejc-irmr1-v16-n2-a11
- Suldo, S. M., & Huebner, E. S. (2004). Does life satisfaction moderate the effects of stressful life events on psychopathological behavior during adolescence?. School Psychology Quarterly, 19(2), 93. https://doi.org/10.1521/scpq.19.2.93.33313 DOI: https://doi.org/10.1521/scpq.19.2.93.33313
- Suldo, S. M., & Huebner, E. S. (2006). Is extremely high life satisfaction during adolescence advantageous?. Social indicators research, 78(2), 179-203. DOI: https://doi.org/10.1007/s11205-005-8208-2
- Suldo, Shannon M., E. Scott Huebner, Allison A. Friedrich, and Rich Gilman. "Life satisfaction." In Handbook of positive psychology in schools, pp. 45-54. Routledge, 2009. DOI: https://doi.org/10.4324/9780203884089-12
- USMAN, H., PROJO, N. W. K., WULANSARI, I. Y., & FADILLA, T. (2021). The Impact of Life Satisfaction, Quality Consciousness, and Religiosity on Customer Switching Intention to Halal Cosmetic. Asian Journal of Business Environment, 11(3), 5-19. https://doi.org/10.13106/ajbe.2021.vol11.no3.5
- Valois, R. F., Paxton, R. J., Zullig, K. J., & Huebner, E. S. (2010). Substance abuse behaviors and life satisfaction among middle school adolescents. Adolescent and Family Health, 5(1), 27-37.
- Valois, R. F., Zullig, K. J., Huebner, E. S., & Drane, J. W. (2003). Dieting behaviors, weight perceptions, and life satisfaction among public high school adolescents. Eating disorders, 11(4), 271-288. https://doi.org/10.1080/10640260390242506 DOI: https://doi.org/10.1080/10640260390242506
- Veblen, T., & Mills, C. W. (2017). The theory of the leisure class. Routledge. https://doi.org/10.4324/97813 15135373 DOI: https://doi.org/10.4324/9781315135373
- Viswanathan, M., Rosa, J. A., & Harris, J. E. (2005). Decision making and coping of functionally illiterate consumers and some implications for marketing management. Journal of Marketing, 69(1), 15-31. https://doi.org/10.1509/jmkg.69.1.15.55507 DOI: https://doi.org/10.1509/jmkg.69.1.15.55507
- Winkelmann, R. (2006). Parental separation and well-being of youths: Evidence from Germany. The Journal of Socio-Economics, 35(2), 197-208. https://doi.org/10.1016/j.socec.2005.11.008 DOI: https://doi.org/10.1016/j.socec.2005.11.008
References
Abbas, T., Abrar, M., Saleem, R., & Iqbal, A. (2016). The relationship of life satisfaction with buying intention and brand behavior for global brand. European Journal of Business and Management, 8(31), 97-105.
Ahmad, W., Arshad, H. M., Sabir, R. I., & Ashraf, R. U. (2013). Antecedents of purchase intention for foreign apparel products among Pakistani university students: Implications for market entry strategy. Middle-East Journal of Scientific Research, 16(9), 1255-1263. https://doi: 10.5829/idosi.mejsr.2013.16.09.12018
Akaka, M. A., & Alden, D. L. (2010). Global brand positioning and perceptions: International advertising and global consumer culture. International journal of Advertising, 29(1), 37-56. https://doi.org/10.2501/S02650 48709201026 DOI: https://doi.org/10.2501/S0265048709201026
Belk, R. W., 1985. Materialism: Trait aspects of living in the material world. Journal of Consumer Research 12(3), 265-280. https://doi.org/10.1086/208515 DOI: https://doi.org/10.1086/208515
Butgel Tunalı, S. (2016). Study on the effect of use of luxury brand during the social identity projection of individuals. https://doi.org/10.7456/10603100/004 DOI: https://doi.org/10.7456/10603100/004
Charles, K. K., Hurst, E., &Roussanov, N. (2009). Conspicuous consumption and race. The Quarterly Journal of Economics, 124(2), 425-467. https://doi.org/10.1162/qjec.2009.124.2.425 DOI: https://doi.org/10.1162/qjec.2009.124.2.425
Chang, C. C., Oh, R. R. Y., Le Nghiem, T. P., Zhang, Y., Tan, C. L., Lin, B. B. & Carrasco, L. R. (2020). Life satisfaction linked to the diversity of nature experiences and nature views from the window. Landscape and Urban Planning, 2020, 103874. https://doi.org/10.1016/j.landurbplan.2020.103874 DOI: https://doi.org/10.1016/j.landurbplan.2020.103874
Gürhan-Canli, Z., Sarial-Abi, G., & Hayran, C. (2018). Consumers and brands across the globe: research synthesis and new directions. Journal of International Marketing, 26(1), 96-117. https://doi.org/10.1509/j im.17.0063 DOI: https://doi.org/10.1509/jim.17.0063
Frey, B. S., Luechinger, S., &Stutzer, A. (2010). The life satisfaction approach to environmental valuation. Annu. Rev. Resour. Econ., 2(1), 139-160. https://doi.org/10.1146/annurev.resource.012809.103926 DOI: https://doi.org/10.1146/annurev.resource.012809.103926
Greenspoon, P. J., & Saklofske, D. H. (2001). Toward an integration of subjective well-being and psychopathology. Social Indicators Research, 54(1), 81-108. https://doi.org/10.1023/A:1007219227883 DOI: https://doi.org/10.1023/A:1007219227883
Grossman, M., & Rowat, K. M. (1995). Parental relationships, coping strategies, received support, and wellâ€being in adolescents of separated or divorced and married parents. Research in Nursing & Health, 18(3), 249-261. https://doi.org/10.1002/nur.4770180308 DOI: https://doi.org/10.1002/nur.4770180308
Halvorsen, I., & Heyerdahl, S. (2006). Girls with anorexia nervosa as young adults: Personality, selfâ€esteem, and life satisfaction. International Journal of Eating Disorders, 39(4), 285-293. https://doi.org/10. 1002/eat.20248 DOI: https://doi.org/10.1002/eat.20248
Hartmann, P., &Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of business Research, 65(9), 1254-1263. https://doi.org/10.1016/j.jbusres.2011.11.001 DOI: https://doi.org/10.1016/j.jbusres.2011.11.001
Koehn, N. F. (2001). Brand new: How entrepreneurs earned consumers' trust from Wedgwood to Dell (p. 5). Boston, MA: Harvard Business School Press.
Laroche, F.R.S.C., Papadopoulos, N., Heslop, L., & Bergeron, J. (2003). Effects of subcultural differences on country and product evaluations. Journal of Consumer Behaviour: An International Research Review, 2(3), 232-247. https://doi.org/10.1002/cb.104 DOI: https://doi.org/10.1002/cb.104
Maggioni, I., Sands, S., Kachouie, R., & Tsarenko, Y. (2019). Shopping for well-being: The role of consumer decision-making styles. Journal of Business Research, 105, 21-32. https://doi.org/10.1016/j.jbu sres.2019.07.040 DOI: https://doi.org/10.1016/j.jbusres.2019.07.040
McKnight, C. G., Huebner, E. S., & Suldo, S. (2002). Relationships among stressful life events, temperament, problem behavior, and global life satisfaction in adolescents. Psychology in the Schools, 39(6), 677-687. https://doi.org/10.1002/pits.10062 DOI: https://doi.org/10.1002/pits.10062
Milevsky, A., Schlechter, M., Netter, S., & Keehn, D. (2007). Maternal and paternal parenting styles in adolescents: Associations with self-esteem, depression and life-satisfaction. Journal of child and family studies, 16(1), 39-47. https://doi.org/10.1007/s10826-006-9066-5 DOI: https://doi.org/10.1007/s10826-006-9066-5
Mrad, M., & Cui, C. C. (2020). Comorbidity of compulsive buying and brand addiction: An examination of two types of addictive consumption. Journal of Business Research, 113, 399-408. https://doi.org/10.1016/j.jbus res.2019.09.023 DOI: https://doi.org/10.1016/j.jbusres.2019.09.023
Oliva, A., & Arranz, E. (2005). Sibling relationships during adolescence. European Journal of Developmental Psychology, 2(3), 253-270. https://doi.org/10.1080/17405620544000002 DOI: https://doi.org/10.1080/17405620544000002
Paxton, R. J., Valois, R. F., Huebner, E. S., & Drane, J. W. (2006). Opportunity for adult bonding/meaningful neighborhood roles and life-satisfaction among USA middle school students. Social Indicators Research, 79(2), 291-312. DOI: https://doi.org/10.1007/s11205-005-4129-3
Powdthavee, N., & Vignoles, A. (2008). Mental health of parents and life satisfaction of children: A within-family analysis of intergenerational transmission of well-being. Social Indicators Research, 88(3), 397-422. DOI: https://doi.org/10.1007/s11205-007-9223-2
Proctor, C. (2014). Enhancing well-being in youth: Positive psychology interventions for education in Britain. Handbook of positive psychology in schools, 416-432.
Proctor, C., & Linley, P. A. (2014). Life satisfaction in youth. Increasing psychological well-being in clinical and educational settings, 199-215. DOI: https://doi.org/10.1007/978-94-017-8669-0_13
Proctor, C. L., & Linley, P. A. (2009). i Maltby, J.(2009). Youth life satisfaction: A review of the literature. Journal of Happiness Studies, 10(5), 583-630. https://doi.org/10.1080/17439760802650816 DOI: https://doi.org/10.1007/s10902-008-9110-9
Saloumi, C., & Plourde, H. (2010). Differences in psychological correlates of excess weight between adolescents and young adults in Canada. Psychology, Health & Medicine, 15(3), 314-325. https://doi.org/10.1080/13548501003668711 DOI: https://doi.org/10.1080/13548501003668711
Sithole, T. M., Chiliya, N., Maziriri, E. T., & Mapuranga, M. (2020). Precursors of status consumption and life satisfaction: A case of smartphones among the Generation Y cohort. The Retail and Marketing Review, 16(2), 154-160. https://hdl.handle.net/10520/ejc-irmr1-v16-n2-a11
Suldo, S. M., & Huebner, E. S. (2004). Does life satisfaction moderate the effects of stressful life events on psychopathological behavior during adolescence?. School Psychology Quarterly, 19(2), 93. https://doi.org/10.1521/scpq.19.2.93.33313 DOI: https://doi.org/10.1521/scpq.19.2.93.33313
Suldo, S. M., & Huebner, E. S. (2006). Is extremely high life satisfaction during adolescence advantageous?. Social indicators research, 78(2), 179-203. DOI: https://doi.org/10.1007/s11205-005-8208-2
Suldo, Shannon M., E. Scott Huebner, Allison A. Friedrich, and Rich Gilman. "Life satisfaction." In Handbook of positive psychology in schools, pp. 45-54. Routledge, 2009. DOI: https://doi.org/10.4324/9780203884089-12
USMAN, H., PROJO, N. W. K., WULANSARI, I. Y., & FADILLA, T. (2021). The Impact of Life Satisfaction, Quality Consciousness, and Religiosity on Customer Switching Intention to Halal Cosmetic. Asian Journal of Business Environment, 11(3), 5-19. https://doi.org/10.13106/ajbe.2021.vol11.no3.5
Valois, R. F., Paxton, R. J., Zullig, K. J., & Huebner, E. S. (2010). Substance abuse behaviors and life satisfaction among middle school adolescents. Adolescent and Family Health, 5(1), 27-37.
Valois, R. F., Zullig, K. J., Huebner, E. S., & Drane, J. W. (2003). Dieting behaviors, weight perceptions, and life satisfaction among public high school adolescents. Eating disorders, 11(4), 271-288. https://doi.org/10.1080/10640260390242506 DOI: https://doi.org/10.1080/10640260390242506
Veblen, T., & Mills, C. W. (2017). The theory of the leisure class. Routledge. https://doi.org/10.4324/97813 15135373 DOI: https://doi.org/10.4324/9781315135373
Viswanathan, M., Rosa, J. A., & Harris, J. E. (2005). Decision making and coping of functionally illiterate consumers and some implications for marketing management. Journal of Marketing, 69(1), 15-31. https://doi.org/10.1509/jmkg.69.1.15.55507 DOI: https://doi.org/10.1509/jmkg.69.1.15.55507
Winkelmann, R. (2006). Parental separation and well-being of youths: Evidence from Germany. The Journal of Socio-Economics, 35(2), 197-208. https://doi.org/10.1016/j.socec.2005.11.008 DOI: https://doi.org/10.1016/j.socec.2005.11.008