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Cited by 27Consumer Behavior in Brand Consumption and IdentificationConsumer Perception and Purchasing BehaviorMedia, Gender, and Advertising

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Adolescent girls from a modern conservative culture: The impact of their social identity on their perception of brand symbolism

Souiden, Nizar, M'saad, Bouthaina·2011·Psychology & Marketing
DOI 10.1002/mar.20430
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Abstract

This paper examines the relationship between adolescent girls' self‐esteem, self‐monitoring, and social groups (i.e., susceptibility to peer influence and group identification/differentiation) on one hand, and their perception of brand symbolism on the other. There is particular interest accorded to adolescent girls living in a transitional society. A single model is proposed to test the hypothesized relationships using structural equation modeling. The research findings reveal the existence of two categories of adolescents in a transitional society: modern and conservative. The former's perception of brand symbolism is found to be significantly influenced by their self‐esteem. The latter's, however, is affected by their self‐monitoring. Additionally, self‐monitoring has an indirect impact on both conservative and modern teenage girls' perception of brand symbolism via their susceptibility to peer influence and group identification. This latter was the only social group factor to have a direct effect on both groups' perception of brand symbolism. © 2011 Wiley Periodicals, Inc.

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Metadata

Authors
Souiden, N., & M'saad, B.
Affiliations
Université Laval (CA)
Corresponding author
Souiden, Nizar
ORCID
Souiden, Nizar
Venue
Psychology & Marketing
Publisher
Wiley
Published
2011-11-02
Volume
28
Issue
12
Pages
1133-1153
ISSN
  • 0742-6046 (ISSN-L)
  • 1520-6793
DOI
10.1002/mar.20430
OpenAlex
W1983858880
Cited by
27
References
2
Citations by year
2026: 1 · 2024: 2 · 2023: 1 · 2022: 2 · 2021: 2 · 2019: 1 · 2018: 3 · 2017: 3 · 2016: 3 · 2015: 4 · 2014: 1 · 2013: 3 · 2012: 1
FWCI
3.48
Type
journal article
Language
en
Open access
closed
Licence
onlinelibrary.wiley.com/termsAndConditions#vor (vor)
Locations
Psychology and Marketing (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
  • Social Sciences › Gender Studies › Media, Gender, and Advertising
Keywords
adolescent girls, brand symbolism, self-esteem, self-monitoring, peer influence, group identification, social identity, conservative culture, modern culture, transitional societies, consumer perception

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