Adolescent girls‘ evaluation of brands during liminal life stages
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.