Adolescent girls‘ evaluation of brands during liminal life stages

Dong Dong, Kara K W Chan

Research output: Contribution to journalArticle

Abstract

Liminality denotes the sense of moving from one life stage to another. A well-known liminal period for identity construction is the teenage years. A survey study was conducted to examine the concept of liminality and its influence on adolescents’ relationships with global brands. Altogether 603 adolescent girls in Hong Kong and Shanghai completed a questionnaire with questions on female gender role perception and attitudes toward six global brands. Liminal life stages of adolescence, proxied by year in school, emerged as a stronger predictor of brand evaluations than cultural background, socioeconomic status or the girls’ perceptions about female gender roles. The findings support the homogenization of consumer culture within the context of globalization.
Original languageEnglish
Pages (from-to)249-254
JournalInternational Journal of Trade, Economics and Finance
Volume5
Issue number3
DOIs
Publication statusPublished - Jun 2014

User-Defined Keywords

  • Liminality
  • adolescents
  • consumer-brand bonds
  • brand evaluation
  • global brands

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