BRAND ATTITUDE MEDIATES THE RELATIONSHIP BETWEEN SELF BRAND CONNECTION AND PRODUCT INVOLVEMENT: A CASE OF ADOLESCENT CONSUMERS

Alka Sharma , Deeksha Singh

Abstract


Purpose – The purpose of this paper is to assess the mediating relationship between self-brand connection, brand attitude, and involvement among adolescents consumers in India.

Design/methodology/approach – A   survey of  800 adolescent consumers were conducted and the data was analyzed using various statistical tools such as regression, correlation, and mediation.

Findings – The results of the study suggest that there is a strong relationship between self-brand connection, brand attitude and involvement among adolescents in India and it further identifies that brand attitude plays a mediating role between self-brand connection and product involvement.

Originality/value – The paper discusses the relationship between self-brand connection, brand attitude and product involvement and that too among the adolescent consumers particularly in developing country like  India.


Keywords


Adolescent, Attitude, Brand, Involvement and Self brand connection

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