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

Authors

  • Alka Sharma Professor, The Business School, University of Jammu
  • Deeksha Singh Research Scholar, The Business School, University of Jammu

Keywords:

Adolescent, Attitude, Brand, Involvement and Self brand connection

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 analysed using various statistical tools such as regression, correlation and mediation .

Findings – The  results of the study suggests that there is a strong  relationship between self brand connection , brand attitude and involvement among adolescents in India and it further identify 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.

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Additional Files

Published

15-05-2017

How to Cite

Alka Sharma, & Deeksha Singh. (2017). BRAND ATTITUDE MEDIATES THE RELATIONSHIP BETWEEN SELF BRAND CONNECTION AND PRODUCT INVOLVEMENT: A CASE OF ADOLESCENT CONSUMERS. International Education and Research Journal (IERJ), 3(5). Retrieved from http://ierj.in/journal/index.php/ierj/article/view/937