The development of self-brand connections in children and adolescents

Lan Nguyen Chaplin, Deborah Roedder John

Research output: Contribution to journalArticlepeer-review

362 Scopus citations


Individuals use brands to create and communicate their self-concepts, thereby creating self-brand connections. Although this phenomenon is well documented among adult consumers, we know very little about the role of brands in defining, expressing, and communicating self-concepts in children and adolescents. In this article, we examine the age at which children begin to incorporate brands into their self-concepts and how these self-brand connections change in qualitative ways as children move into adolescence. In three studies with children 8-18 yr. of age, we find that self-brand connections develop in number and sophistication between middle childhood and early adolescence.

Original languageEnglish (US)
Pages (from-to)119-129
Number of pages11
JournalJournal of Consumer Research
Issue number1
StatePublished - Jun 2005


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