Brand personification and symbolic consumption among ethnic minority teenage consumers: An empirical study

Article


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.
AuthorsGbadamosi, A.
Abstract

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.

JournalJournal of Brand Management
Journal citation22 (9), pp. 737-754
ISSN1479-1803
1350-231X
Year2015
PublisherPalgrave Macmillan
Accepted author manuscript
Web address (URL)http://dx.doi.org/10.1057/bm.2015.40
Publication dates
Print01 Dec 2015
Publication process dates
Deposited06 Jan 2016
Copyright informationThis 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
Permalink -

https://repository.uel.ac.uk/item/853v5

  • 28
    total views
  • 146
    total downloads
  • 10
    views this month
  • 28
    downloads this month

Related outputs

Family Consumption Systems in Africa: A Focus on Children
Gbadamosi, A. 2014. Family Consumption Systems in Africa: A Focus on Children. in: Nwankwo, Sonny and Ibeh, Kevin (ed.) The Routledge Companion to Business in Africa Routledge. pp. 146-159
The Landscape of Ethnic Marketing in the UK
Ojo, S., Nwankwo, S. and Gbadamosi, A. 2015. The Landscape of Ethnic Marketing in the UK. in: Jamal, Ahmad, Peñaloza, Lisa and Laroche, Michel (ed.) The Routledge Companion to Ethnic Marketing Routledge. pp. 97-116
Consumer Behaviour in Developing Nations: A Conceptual Overview
Gbadamosi, A. 2016. Consumer Behaviour in Developing Nations: A Conceptual Overview. in: Gbadamosi, Ayantunji (ed.) Handbook of Research on Consumerism and Buying Behavior in Developing Nations IGI Global. pp. 1-29
The Changing Landscape of Young Consumer Behaviour
Gbadamosi, A. 2017. The Changing Landscape of Young Consumer Behaviour. in: Gbadamosi, Ayantunji (ed.) Young Consumer Behaviour: A Research Companion Routledge. pp. 3-22
Entrepreneurialism in a London University: A Case Illustration
Madichie, Nnamdi O., Gbadamosi, A. and Nwankwo, S. 2018. Entrepreneurialism in a London University: A Case Illustration. in: Ferreira, João J., Fayolle, Alain, Ratten, Vanessa and Raposo, Mário (ed.) Entrepreneurial Universities: Collaboration, Education and Policies Edward Elgar. pp. 88-104
Exploring the Dynamics of Consumerism in Developing Nations
Gbadamosi, A. 2019. Exploring the Dynamics of Consumerism in Developing Nations. IGI Global.
Consumers Attitudes towards Debt
Hamelin, Nicolas, Gbadamosi, A., Mohaouchane, Sofia and Benelkaid, Imane 2016. Consumers Attitudes towards Debt. in: Gbadamosi, Ayantunji (ed.) Handbook of Research on Consumerism and Buying Behavior in Developing Nations IGI Global. pp. 53-76
Pricing, Income, and Brand Symbolism: Exploring Young Consumers’ Understanding of Value
Mingazova, Diliara and Gbadamosi, A. 2017. Pricing, Income, and Brand Symbolism: Exploring Young Consumers’ Understanding of Value. in: Gbadamosi, Ayantunji (ed.) Young Consumer Behaviour: A Research Companion Routledge. pp. 138-154
Marketing Communications and the Young Consumer: Evidence from a Developing Country
Hamelin, N., Gbadamosi, A. and Lucas, P. 2017. Marketing Communications and the Young Consumer: Evidence from a Developing Country. in: Gbadamosi, Ayantunji (ed.) Young Consumer Behaviour: A Research Companion Routledge. pp. 170-186
Consumerism and Consumer Protection: A Focus on Young Consumers
Gbadamosi, A., Fletcher, K., Emmanuel Stephen, C. and Olutola, I. C. 2017. Consumerism and Consumer Protection: A Focus on Young Consumers. in: Gbadamosi, Ayantunji (ed.) Young Consumer Behaviour: A Research Companion Routledge. pp. 391-413
Understanding market agility for new product success with big data analytics
Hajli, N., Tajvidi, M., Gbadamosi, A. and Nadeem, W. 2019. Understanding market agility for new product success with big data analytics. Industrial Marketing Management.
Postmodernism, Ethnicity, and Celebrity Culture in Women’s Symbolic Consumption
Gbadamosi, A. 2019. Postmodernism, Ethnicity, and Celebrity Culture in Women’s Symbolic Consumption. International Journal of Market Research.
Women-Entrepreneurship, Religiosity, and Value-co-creation with Ethnic Consumers: Revisiting the Paradox
Gbadamosi, A. 2019. Women-Entrepreneurship, Religiosity, and Value-co-creation with Ethnic Consumers: Revisiting the Paradox. Journal of Strategic Marketing. 27 (4), pp. 303-316.
In Search of Perfect Boundaries? Entrepreneurs’ Work-Life Balance
Adisa, T., Gbadamosi, A., Mordi, T. and Mordi, C. 2019. In Search of Perfect Boundaries? Entrepreneurs’ Work-Life Balance. Personnel Review. 48 (6), pp. 1634-1651.
Colour cosmetics consumption among Moroccan women: Examining the Nexus of Attitudes, Religion, and The media
Hamelin, Nicolas, Mokannef, Amina and Gbadamosi, A. 2018. Colour cosmetics consumption among Moroccan women: Examining the Nexus of Attitudes, Religion, and The media. International Journal of Consumer Studies. 42 (6), pp. 755-767.
The Anatomy of International Students’ Acculturation in British Universities
Gbadamosi, A. 2018. The Anatomy of International Students’ Acculturation in British Universities. Industry and Higher Education. 32 (2), pp. 129 -138.
Trust, Religiosity, and Relationship Marketing: A Conceptual Overview of Consumer Brand Loyalty
Al-Abdulrazak, Rula and Gbadamosi, A. 2017. Trust, Religiosity, and Relationship Marketing: A Conceptual Overview of Consumer Brand Loyalty. Society and Business Review. 12 (3), pp. 320-339.
The Entrepreneurial University: A Exploration of a value-creation in a non-Management department
Madichie, N. O. and Gbadamosi, A. 2017. The Entrepreneurial University: A Exploration of a value-creation in a non-Management department. Journal of Management Development. 36 (2), pp. 196-216.
Exploring the Growing Link of Ethnic Entrepreneurship, Markets, and Pentecostalism in London (UK): An Empirical study
Gbadamosi, A. 2015. Exploring the Growing Link of Ethnic Entrepreneurship, Markets, and Pentecostalism in London (UK): An Empirical study. Society and Business Review. 10 (2), pp. 150-169.
Exploring Consumer Opportunism Conundrum in the Insurance Industry: The Role of Marketing
Gbadamosi, A. and Yusuf, Tajudeen Olalekan 2016. Exploring Consumer Opportunism Conundrum in the Insurance Industry: The Role of Marketing. The Marketing Review. 16 (1), pp. 92-106.