Brand personification and symbolic consumption among ethnic minority teenage consumers: An empirical study
Gbadamosi, A. 2015. Brand personification and symbolic consumption among ethnic minority teenage consumers: An empirical study. Journal of Brand Management. 22 (9), pp. 737-754.
A plethora of evidence suggests that developed societies such as the United Kingdom are becoming increasingly multicultural by the day. Hence, the diversity of consumption in these societies becomes gradually evident in the form of residents’ age, gender, income and ethnicity. Accordingly, this article explores the brand personification and symbolic consumption in respect of London-based Black African teenage consumers. The study is rooted in the interpretive research paradigm with 36 in-depth interviews conducted with the target respondents. The study shows the interactions of personal, social, cultural, psychological and commercial factors in how these young ethnic minority consumers make their consumption decisions, define and manage their various ‘selves’ in the postmodern society. It specifically highlights that they use symbolic consumption to address their need for acceptance in the society. It updates the extant ethnic minority studies and enriches the current understanding about symbolic consumption and brand personification especially with a focus on a specific segment of the society. The managerial implications of the study are highlighted in the article.
|Journal||Journal of Brand Management|
|Journal citation||22 (9), pp. 737-754|
|Accepted author manuscript|
|Web address (URL)||http://dx.doi.org/10.1057/bm.2015.40|
|01 Dec 2015|
|Publication process dates|
|Deposited||06 Jan 2016|
|Copyright information||This is a post-peer-review, pre-copyedit version of an article published in Journal of Brand Management. The definitive publisher-authenticated version is available online at: http://dx.doi.org/10.1057/bm.2015.40|
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