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INCREASING TREND OF BRAND CONSUMPTION AND ITS EFFECTS ON YOUTH’S SOCIAL IDENTITY
Corresponding Author(s) : Abd ul Waheed
Humanities & Social Sciences Reviews,
Vol. 9 No. 3 (2021): May
Abstract
Purpose of the Study: The present research examined the effects of brand consumption on the social identity of youth.
Methodology: In this study, the researcher used a quantitative research approach; and survey research method was used, the questionnaire was used as a tool of data collection. A sample of 385 students was chosen by using a convenient sampling technique. In this study, researchers used SPSS for data analysis.
Principal Findings: The findings show that brand consumption has a positive relationship with social identity. Major findings show that brand consumption has negative relation with the overall well-being of respondents. Findings also show that the main purchased item was apparel brands.
Applications of the study: This study can be helpful in better understanding of youth’s attitude towards brands consumption and its effects on their social identity.
Novelty/Originality of this study: People make their choices every day and consumer studies seek to know these choices. Differentiating brand consumption as a real phenomenon, this research aims to examine the increasing trend of brand consumption and its effects on youth’s social identity. Despite of the increasing demand for luxury brand products in the modern era, a few types of research have been concluded to find out the link between luxury brands consumption and youth social identity. To better understand the brand consumption’s effect on youth’s social identity; this research inspected the social identity of youth in details.
Keywords
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- 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.
- 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
- Belk, R. W., Sherry Jr, J. F., & Wallendorf, M. (1988). A naturalistic inquiry into buyer and seller behavior at a swap meet. Journal of Consumer Research, 14(4), 449-470. https://doi.org/10.1086/209128 DOI: https://doi.org/10.1086/209128
- Caniato, F., Caridi, M., Crippa, L., & Moretto, A. (2012). Environmental sustainability in fashion supply chains: An exploratory case-based research. International journal of production economics, 135(2), 659-670. https://doi.org/10.1016/j.ijpe.2011.06.001 DOI: https://doi.org/10.1016/j.ijpe.2011.06.001
- Correia, A., Kozak, M., & Reis, H. (2016). Conspicuous consumption of the elite: Social and self-congruity in tourism choices. Journal of Travel Research, 55(6), 738-750. https://doi.org/10.1177/0047287514563337 DOI: https://doi.org/10.1177/0047287514563337
- Cruwys,T.,Haslam,S.A.,Dingle,G.A.,Haslam,C.,&Jetten, J. (2014). Depression and social identity: An integrative review. Personality and Social Psychology Review, 18(3), 215–238. https://doi.org/10.11 77/1088868314523839 DOI: https://doi.org/10.1177/1088868314523839
- De Chernatony, L., &Dall'Olmo Riley, F. (1998). Defining a" brand": Beyond the literature with experts' interpretations. Journal of Marketing Management, 14(5), 417-443. https://doi.org/10.1 362/026725798784867798 DOI: https://doi.org/10.1362/026725798784867798
- Dittmar, H. (1992). The Social P[Jchology of Material Possessions: To Have is To Be. Hemel Hempstead: Harvester Wheatsheaf.
- Dogan, V., Ozkara, B. Y., & Dogan, M. (2018). Luxury consumption tendency: conceptualization, scale development and validation. Current Psychology, 1-19. DOI: https://doi.org/10.1007/s12144-018-9813-y
- Donnelly, M., & Evans, C. (2016). Framing the geographies of higher education participation: Schools, place and national identity. British Educational Research Journal, 42(1), 74-92. https://doi.org/10.1002/berj.3196 DOI: https://doi.org/10.1002/berj.3196
- Eastman, J. K., & Liu, J. (2012). The impact of generational cohorts on status consumption: an exploratory look at generational cohort and demographics on status consumption. Journal of Consumer Marketing, 29(2), 93-102. DOI: https://doi.org/10.1108/07363761211206348
- Elliott, R. (1997). Existential consumption and irrational desire. European Journal of Marketing, 34(4), 285-296. DOI: https://doi.org/10.1108/03090569710162371
- Gabriel, Y. & Lang, T. (1995). The Unmanageable Consumer: Contemporary Consumption and its Fragmentations. London: Sage Publications. http://dx.doi.org/10.4135/9781446213049.n6 DOI: https://doi.org/10.4135/9781446213049.n6
- Giovannini, S., Xu, Y., & Thomas, J. (2015). Luxury fashion consumption and Generation Y consumers: Self, brand consciousness, and consumption motivations. Journal of Fashion Marketing and Management, 19(1), 22-40. DOI: https://doi.org/10.1108/JFMM-08-2013-0096
- Greenaway, K., Wright, R., Reynolds, K. J., Willingham, J., & Haslam, S. A. (2015). Shared identity is key to effective communication. Personality and Social Psychology Bulletin, 41(2), 171–182. https://doi.org/10.1 177/0146167214559709 DOI: https://doi.org/10.1177/0146167214559709
- Han, Y. J., Nunes, J. C., &Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of marketing, 74(4), 15-30. https://doi.org/10.1509/jmkg.74.4.015 DOI: https://doi.org/10.1509/jmkg.74.4.15
- Hopkins, N., & Reicher, S. (2016). The psychology of health and well-being in mass gatherings: A review and a research agenda. Journal of Epidemiology & Global Health. https://doi.org/10.1016/j.jegh.2015.06.001 DOI: https://doi.org/10.1016/j.jegh.2015.06.001
- Hudders, L., Pandelaere, M., &Vyncke, P. (2013). Consumer meaning-making: The meaning of luxury brands in a democratised luxury world. International Journal of Market Research, 55(3), 391-412. https://doi.org/10.2501/IJMR-2013-036 DOI: https://doi.org/10.2501/IJMR-2013-036
- Kravets, O., &Sandikci, O. (2014). Competently Ordinary: New middle-class consumers in the emerging markets. Journal of Marketing, 78(4), 125-140. https://doi.org/10.1509/jm.12.0190 DOI: https://doi.org/10.1509/jm.12.0190
- Levine, R. S. (1997). Martin Delany, Frederick Douglass, and the politics of representative identity. Univ of North Carolina Press. https://books.google.com.pk
- Markus, H. & Nurius, P. (1986). Possible selves. American Psychologist, 41 (9), 954-969. https://doi.org/10. 1037/0003-066X.41.9.954 DOI: https://doi.org/10.1037/0003-066X.41.9.954
- McCracken, G. (1988). Culture and Consumption: New Approaches to the Symbolic Character if Consumer Goods and Activities. Bloomington: Indiana University Press. https://doi.org/10.1177/009207039101900209 DOI: https://doi.org/10.1177/009207039101900209
- McCracken, G. (1993). The value of the brand: an anthropological perspective. In Brand Equity and Advertising, (Ed.) Aaker, D. & Biel, A. Hillsdale, NJ: Lawrence Erlbaum Associates. https://doi.org/10.1 77/205157071002500201
- Mick, D.G. & Buhl, C. (1992). A meaning-based model of advertising experiences. Journal of Consumer Research, 19, 317-338. https://doi.org/10.1086/209305 DOI: https://doi.org/10.1086/209305
- O’cass, A., & Frost, H. (2002). Status brands: examining the effects of nonâ€productâ€related brand associations on the status and conspicuous consumption. Journal of product & brand management. https://doi.org/1 0.1108/10610420210423455 DOI: https://doi.org/10.1108/10610420210423455
- Reicher, S. D., Haslam, S. A., & Hopkins, N. (2005). Social identity and the dynamics of leadership: Leaders and followers as collaborative agents in the transformation of social reality. The Leadership Quarterly, 16(4), 547–568. DOI: https://doi.org/10.1016/j.leaqua.2005.06.007
- Ritson, M., Elliott, R. & Eccles, S. (1996). Reframing IKEA: commodity-signs, consumer creativity and the social/ self dialectic. Advances in Consumer Research, 23, 127-131.
- Solomon, M.R. (1996). Consumer Behavior. Third edition. London: Prentice-Hall International (UK) Limited.
- Steffens, N. K., Haslam, S. A., Schuh, S. C., Jetten, J., & van Dick, R. (2016). A meta-analytic review of social identiï¬cation and health in organizational contexts. Personality and Social Psychology Review, 21(4), 303–335. Advance online publication. https://doi.org/10.1177/1088868316656701 DOI: https://doi.org/10.1177/1088868316656701
- Thompson, J.B. (1995) The Media and Modernity: A Social Theory of the Media. Cambridge: Polity Press. https://doi.org/10.1080/08821127.1997.10731899 DOI: https://doi.org/10.1080/08821127.1997.10731899
- Truong, Y., Simmons, G., McColl, R., & Kitchen, P. J. (2008). Status and conspicuousness–are they related? Strategic marketing implications for luxury brands. Journal of strategic marketing, 16(3), 189-203. https://doi.org/10.1080/09652540802117124 DOI: https://doi.org/10.1080/09652540802117124
- Tsai, S. P. (2005). Impact of personal orientation on luxury-brand purchase value: An international investigation. International Journal of Market Research, 47(4), 427-452. https://doi.org/10.1177/1470 78530504700403 DOI: https://doi.org/10.1177/147078530504700403
- Veblen, T. (1899). 1934. The theory of the leisure class. https://doi.org/10.4324/9781315135373 DOI: https://doi.org/10.4324/9781315135373
- Vigneron, F., & Johnson, L. W. (2004). Measuring perceptions of brand luxury. Journal of brand management, 11(6), 484-506. https://doi.org/10.1057/palgrave.bm.2540194 DOI: https://doi.org/10.1057/palgrave.bm.2540194
- Woodruffe-Burton, H., & Elliott, R. (2005). Compensatory consumption and narrative identity theory. ACR North American Advances.
References
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.
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
Belk, R. W., Sherry Jr, J. F., & Wallendorf, M. (1988). A naturalistic inquiry into buyer and seller behavior at a swap meet. Journal of Consumer Research, 14(4), 449-470. https://doi.org/10.1086/209128 DOI: https://doi.org/10.1086/209128
Caniato, F., Caridi, M., Crippa, L., & Moretto, A. (2012). Environmental sustainability in fashion supply chains: An exploratory case-based research. International journal of production economics, 135(2), 659-670. https://doi.org/10.1016/j.ijpe.2011.06.001 DOI: https://doi.org/10.1016/j.ijpe.2011.06.001
Correia, A., Kozak, M., & Reis, H. (2016). Conspicuous consumption of the elite: Social and self-congruity in tourism choices. Journal of Travel Research, 55(6), 738-750. https://doi.org/10.1177/0047287514563337 DOI: https://doi.org/10.1177/0047287514563337
Cruwys,T.,Haslam,S.A.,Dingle,G.A.,Haslam,C.,&Jetten, J. (2014). Depression and social identity: An integrative review. Personality and Social Psychology Review, 18(3), 215–238. https://doi.org/10.11 77/1088868314523839 DOI: https://doi.org/10.1177/1088868314523839
De Chernatony, L., &Dall'Olmo Riley, F. (1998). Defining a" brand": Beyond the literature with experts' interpretations. Journal of Marketing Management, 14(5), 417-443. https://doi.org/10.1 362/026725798784867798 DOI: https://doi.org/10.1362/026725798784867798
Dittmar, H. (1992). The Social P[Jchology of Material Possessions: To Have is To Be. Hemel Hempstead: Harvester Wheatsheaf.
Dogan, V., Ozkara, B. Y., & Dogan, M. (2018). Luxury consumption tendency: conceptualization, scale development and validation. Current Psychology, 1-19. DOI: https://doi.org/10.1007/s12144-018-9813-y
Donnelly, M., & Evans, C. (2016). Framing the geographies of higher education participation: Schools, place and national identity. British Educational Research Journal, 42(1), 74-92. https://doi.org/10.1002/berj.3196 DOI: https://doi.org/10.1002/berj.3196
Eastman, J. K., & Liu, J. (2012). The impact of generational cohorts on status consumption: an exploratory look at generational cohort and demographics on status consumption. Journal of Consumer Marketing, 29(2), 93-102. DOI: https://doi.org/10.1108/07363761211206348
Elliott, R. (1997). Existential consumption and irrational desire. European Journal of Marketing, 34(4), 285-296. DOI: https://doi.org/10.1108/03090569710162371
Gabriel, Y. & Lang, T. (1995). The Unmanageable Consumer: Contemporary Consumption and its Fragmentations. London: Sage Publications. http://dx.doi.org/10.4135/9781446213049.n6 DOI: https://doi.org/10.4135/9781446213049.n6
Giovannini, S., Xu, Y., & Thomas, J. (2015). Luxury fashion consumption and Generation Y consumers: Self, brand consciousness, and consumption motivations. Journal of Fashion Marketing and Management, 19(1), 22-40. DOI: https://doi.org/10.1108/JFMM-08-2013-0096
Greenaway, K., Wright, R., Reynolds, K. J., Willingham, J., & Haslam, S. A. (2015). Shared identity is key to effective communication. Personality and Social Psychology Bulletin, 41(2), 171–182. https://doi.org/10.1 177/0146167214559709 DOI: https://doi.org/10.1177/0146167214559709
Han, Y. J., Nunes, J. C., &Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of marketing, 74(4), 15-30. https://doi.org/10.1509/jmkg.74.4.015 DOI: https://doi.org/10.1509/jmkg.74.4.15
Hopkins, N., & Reicher, S. (2016). The psychology of health and well-being in mass gatherings: A review and a research agenda. Journal of Epidemiology & Global Health. https://doi.org/10.1016/j.jegh.2015.06.001 DOI: https://doi.org/10.1016/j.jegh.2015.06.001
Hudders, L., Pandelaere, M., &Vyncke, P. (2013). Consumer meaning-making: The meaning of luxury brands in a democratised luxury world. International Journal of Market Research, 55(3), 391-412. https://doi.org/10.2501/IJMR-2013-036 DOI: https://doi.org/10.2501/IJMR-2013-036
Kravets, O., &Sandikci, O. (2014). Competently Ordinary: New middle-class consumers in the emerging markets. Journal of Marketing, 78(4), 125-140. https://doi.org/10.1509/jm.12.0190 DOI: https://doi.org/10.1509/jm.12.0190
Levine, R. S. (1997). Martin Delany, Frederick Douglass, and the politics of representative identity. Univ of North Carolina Press. https://books.google.com.pk
Markus, H. & Nurius, P. (1986). Possible selves. American Psychologist, 41 (9), 954-969. https://doi.org/10. 1037/0003-066X.41.9.954 DOI: https://doi.org/10.1037/0003-066X.41.9.954
McCracken, G. (1988). Culture and Consumption: New Approaches to the Symbolic Character if Consumer Goods and Activities. Bloomington: Indiana University Press. https://doi.org/10.1177/009207039101900209 DOI: https://doi.org/10.1177/009207039101900209
McCracken, G. (1993). The value of the brand: an anthropological perspective. In Brand Equity and Advertising, (Ed.) Aaker, D. & Biel, A. Hillsdale, NJ: Lawrence Erlbaum Associates. https://doi.org/10.1 77/205157071002500201
Mick, D.G. & Buhl, C. (1992). A meaning-based model of advertising experiences. Journal of Consumer Research, 19, 317-338. https://doi.org/10.1086/209305 DOI: https://doi.org/10.1086/209305
O’cass, A., & Frost, H. (2002). Status brands: examining the effects of nonâ€productâ€related brand associations on the status and conspicuous consumption. Journal of product & brand management. https://doi.org/1 0.1108/10610420210423455 DOI: https://doi.org/10.1108/10610420210423455
Reicher, S. D., Haslam, S. A., & Hopkins, N. (2005). Social identity and the dynamics of leadership: Leaders and followers as collaborative agents in the transformation of social reality. The Leadership Quarterly, 16(4), 547–568. DOI: https://doi.org/10.1016/j.leaqua.2005.06.007
Ritson, M., Elliott, R. & Eccles, S. (1996). Reframing IKEA: commodity-signs, consumer creativity and the social/ self dialectic. Advances in Consumer Research, 23, 127-131.
Solomon, M.R. (1996). Consumer Behavior. Third edition. London: Prentice-Hall International (UK) Limited.
Steffens, N. K., Haslam, S. A., Schuh, S. C., Jetten, J., & van Dick, R. (2016). A meta-analytic review of social identiï¬cation and health in organizational contexts. Personality and Social Psychology Review, 21(4), 303–335. Advance online publication. https://doi.org/10.1177/1088868316656701 DOI: https://doi.org/10.1177/1088868316656701
Thompson, J.B. (1995) The Media and Modernity: A Social Theory of the Media. Cambridge: Polity Press. https://doi.org/10.1080/08821127.1997.10731899 DOI: https://doi.org/10.1080/08821127.1997.10731899
Truong, Y., Simmons, G., McColl, R., & Kitchen, P. J. (2008). Status and conspicuousness–are they related? Strategic marketing implications for luxury brands. Journal of strategic marketing, 16(3), 189-203. https://doi.org/10.1080/09652540802117124 DOI: https://doi.org/10.1080/09652540802117124
Tsai, S. P. (2005). Impact of personal orientation on luxury-brand purchase value: An international investigation. International Journal of Market Research, 47(4), 427-452. https://doi.org/10.1177/1470 78530504700403 DOI: https://doi.org/10.1177/147078530504700403
Veblen, T. (1899). 1934. The theory of the leisure class. https://doi.org/10.4324/9781315135373 DOI: https://doi.org/10.4324/9781315135373
Vigneron, F., & Johnson, L. W. (2004). Measuring perceptions of brand luxury. Journal of brand management, 11(6), 484-506. https://doi.org/10.1057/palgrave.bm.2540194 DOI: https://doi.org/10.1057/palgrave.bm.2540194
Woodruffe-Burton, H., & Elliott, R. (2005). Compensatory consumption and narrative identity theory. ACR North American Advances.