Document Type

Journal Article

Department/Unit

David C. Lam Institute for East-West Studies

Title

Adolescent girls‘ evaluation of brands during liminal life stages

Language

English

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.

Keywords

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

Publication Date

2014

Source Publication Title

International Journal of Trade, Economics and Finance

Volume

5

Issue

3

Start Page

249

End Page

254

Publisher

IACSIT Press

DOI

10.7763/IJTEF.2014.V5.379

Link to Publisher's Edition

http://dx.doi.org/10.7763/IJTEF.2014.V5.379

ISSN (print)

2010023X

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