THE EVOLUTION OF CONSUMER-BRAND RELATIONSHIPS AT TEENAGE – SURVIVING THE SOCIAL PRESSURE

Samil Aledin, D.Sc.Turku School of EconomicsUniversity of TurkuFINLAND

The next 19 minutes

Purpose

Conceptualfoundation

Approach

Findings: Six evolution types of

CBR

Reflections on adolescent

development

Value to practitioners:

Survivor brand

Consumer-brand relationships constitute a process phenomenon.

An account of the evolution of teenagers’ brand relationships from the early teenage years at junior high school until the end of high school.

Adolescent development affect not only the individuals concerned, but also their brand relationships.

Objectives: To identify and trace the evolution of teenager-brand relationships.

Six empirical trajectory types are presented.

To shed light on the critical features underlying the dynamics of teenager-brand relationships.

The trajectories are discussed in the light of adolescent psycho-social development.

Purpose

Fournier’s (1998) typologies of brand relationship forms and development trajectories.Theories of adolescent development by Erikson (1963) and Kegan (1982).

Conceptual foundation

Early Mid Late

”Identity vs. Role confusion” by Erik Erikson (”Stages of Man”)

”Affiliation vs. abandonment” by Robert Kegan (”Natural emergencies of the self ”)

14-15 17-1813 19

Identity-related tasks of adolescence in general sense. Identity is based on psychosocial reciprocity and acquired through sustained individual effort; Who am I? Adolescents free themselves from dependency on parents and peers in order to attain a mature identity. Fidelity is the essence of identity; Commitment to some ideological world view -> Psychosocial moratorium (end of adolescence); established fixed self-definition. Relationships and self: Relationship are not a subject, but an object to the self -> Self owns oneself; it is not made of pieces owned by various shared contexts. Unwillingness to work on one’s identity -> Role diffusion, sense of isolation and confusion.

Connection, highly invested mutuality; Identity concern: Being liked and accepted by the group OR left behind by the group.

Group acceptance is essential for the process of one’s identity formation; early adolescent friendship -> self-esteem

Relationships and self: An interpersonal self ; One does not have one’s interpersonal relationships-> the self is its relationships (I am my relationships vs. I have relationships in mid-to-late adolescence).Vulnerability to attitudes within the immediate social context.

ApproachData collection A qualitative study comprising four personal semi-structured interviews. The same interviewees as six years ago (aged of 13-14), now aged 19-20; “Aida”, “Laura”, “Celine” and “Daniel”

Story of the teenage. (Hi)stories of your brands from early to late adolescence.

“My favourite brands” – collages from the earlier study - and a list of these early teenage brand favourites were used as stimuli in the interviews.

35 brand relationships.

Data analysis The study is explorative and descriptive. Hermeneutic approach (e.g., Thompson 1997). Two types of analysis:

Idiographic: Personal brand-relationship trajectories were reflected in the “teenage stories” of each participant. Cross-case analysis was used to identify common patterns, and to provide a structure that would enhance understanding of the trajectories and their phases.

Evolutionary brand stories

The story of teenage

Six evolution types of CBR – UNTOUCHABLE

E = Elementary school

G = High school graduation

J = Junior high school

H= High school

GRADES on X-axis, CLOSENESS on Y-axis

J7 J8 J9 H11H10

G

E H12

A brand relationship that is protected from the threats during adolescence and stays stable.

Untouchables are grounded in...

functional excellence

great significance to the user

great contextual coverage throughout the teenage

patriotic motives may provide the ultimate protection. Supporting “a brand from a fatherland”; Nokia vs. iPhone.

SOME UNTOUCHABLES

Laura & Lumene: ” Lumene is a Finnish make-up brand with a good price/quality ratio. My mom uses it. I’ve always used Lumene make-up cream, unlike my friends at junior high who paid extra money for foreign brands and tried to persuade me to make the change. But light structure and colors by Lumene matches the way I want to look. I even asked my mom to send me it to Switzerland when I was as an exchange student. I still enjoy Lumene’s natural look that has certain boundaries and is not outrageous.”

Adidas Copa Mundial & Daniel: ” Although I use a lot of Nike products (shirts, shoes etc.) Adidas Copa Mundial has been and still is my choice for a soccer boot. I know there are other nice soccer boots, but Adidas Copa Mundial just fits my feet perfectly and is really comfortable. It is a shoe with a long history and I have a lot great experiences with it.”

Aida & Battery: ” Drinking Battery was considered very cool at junior high, so I started to drink it. It cost 1€ more than other drinks in the school vending machine. Back at junior high it was not for the taste of it, but at high school I learned to like the unique taste and appreciate the exhilarating effect of caffeine during tiring school days. Today, I drink Battery as a mixer in drinks when I visit pubs and clubs.”

A brand relationship in which a close and ego-significant brand turns into a brand among others by the end of junior high.

Characteristic of relationships with designer brands (Tommy Hilfiger, Louis Vuitton), which no longer make the user feel special in the absence of admiration from peers.

Also a long common history may result in feelings of conventionality.

Six evolution types of CBR – DECLINING IDENTITY-CREATOR

J7 J8 J9 H11H10

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E H12

A DECLINING IDENTITY-CREATOR

Celine & Louis Vuitton: ” I got acquainted with Louis Vuitton (LV) at 7th grade through TV-series and foreign fashion magazines. That year my mom bought my first LV from Paris; it was amazing, it lifted me up to a higher ground. My friends at school kept wowing and wondering how I had such a prestigious item. The ecstasy lasted all the way to the end of junior high. At high school, LV no longer interested people, who were like ”yeah, whatever”. It had turned into a casual thing, and at the end of the day it was just a brand, nothing bigger than life. Nowadays, I appreciate LV’s classic design, stylishness and good quality.

A short, intense and time-bounded relationship with a peer-favoured brand in early teenage.

Takes place at seventh and eighth grade at junior high

Characteristic to designer brands; symbolic brands with social status

Terminated when the courage to be oneself starts to develop at the beginning of 9th

Six evolution types of CBR – IDENTITY FIRST-AID

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SOME IDENTITY FIRST-AIDS

Laura & Longchamp: ” Longchamp bags were such a cool thing in the beginning of junior high. We were the ”Longchamp girls” and felt superior to others. Only outsiders did not have one. This era took an end when some of the girls had the courage to replace Longchamp with another brand at the end of 9th grade. Also our group dispersed back then and there was no need for a common thing any longer. Today, I just laugh to this period; it is so junior high and so much behind me. I sometimes use Longchamp bags when I visit my father at weekends, they are big enough for my things.

A brand relationships in which a long-term brand is abandoned for a determined period of time, and re-adopted at the end of junior high.

Under peer pressure teenagers allow their close brands to fall into lethargy, particularly during the first two years at junior high school.

Usually brands close to the family.

Six evolution types of CBR – RECOVERED

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BRAND LETHARGY = A stage at teenager-brand relationship during which own personal favorite brand is replaced by the brands of peers for a determinate period of time.

A RECOVERED

Celine & Zara: ”I’ve liked Zara ever since I was a child. I wanted look like the kids in their ads. Zara has always been in my life, but at junior high I stopped using it. Most of my friends used colorful designer brands and I started to do the same. I still followed their clothing lines, but I did not buy their clothes. Since the beginning of high school I started use Zara again. They match my style and they are exactly the kind of clothes I use; basic clothes in basic colors (blue, white, beige) with small special details.”

A brand relationship in which a brand develops from a “normal” everyday brand to a close and ego-significant brand during high school.

Typically, fashion brands (e.g., H&M) that are affordable to most teenagers.

As the social pressure to use designer brands decreases towards the end of junior high, more affordable brands gradually become essential building blocks of personal style.

Six evolution types of CBR – LATE UPGRADE

J7 J8 J9 H11H10

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A LATE UPGRADE

Aida & H&M: ”I’ve always found H&M clothes nice-looking. At junior high, nobody wanted to admit wearing them, but everybody did. They were inexpensive and lacked status value. I was labelled an H&M girl at junior high, which was a bad thing. But later, at high school it was okey to come out of the closet with H&M. Ever since It has been a revevant building block of my personal style from the beginning of high school; they have both affordable everyday clothes and party dresses.”

A long-term relationship with a parent-preferred brand is terminated and replaced with an equivalent brand preferred by peers.

Clothing brand worn ever since childhood. Everyday brands replaced one another, H&M for Benetton, for example.

In the example, the change took place at the end of junior high or at high school, when a teenager wanted dissociate herself from her mother.

Six evolution types of CBR – NEST ABANDONMENT

J7 J8 J9 H11H10

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SOME DECLINING IDENTITY-CREATORS

Laura & Benetton: ” United colors of Benetton is my mother’s favorite brand. She has dressed me up in Benetton ever since I was a baby. At junior high Benetton stood for my basic clothing; tops, shirts and t-shirts. Personally, I was not that attached to the brand, but I liked it because my mom liked it. However, things got changed at the end of junior high. Although I did not find anything wrong with Benetton, I started prefer a less expensive H&H as my “casual brand”, just like my friends. My mom gave in and stopped buying me Benetton. Today, I do not buy Benetton, but prefer H&M or Mango.”

Reflections on theory – How does adolescent development affect consumer–brand relationships? 7 propositions

FOR THE ULTIMATE ACCEPTANCE AND HIGHER SELF-ESTEEM

A long term close brand is abandoned under social pressure for a determinate period of time (brand lethargy) -> Recovereds

Short and intense relationships with peer-favoured brands of minor personal significance are created for a determinate period of time -> Identity-first-aids (”Peer-pressured flings”)

The status aspect of luxury brand relationships is at its peak, as self is made of pieces owned by various shared contexts (Declining identity-creators, Identity first-aids) AN EXPERIMENTATION WITH A WORKABLE IDENTITY IS IN PROGRESS

As the self-definition proceeds:

a) Adolescents dare to have a close relationships with inexpensive everyday brands; a courage to ”be me” & own judgements prevail social pressure -> Late upgrade

b) Peer-pressured brand relationhips are terminated (Identity first-aids)

Ego-significant brands can be downgraded into everyday brands as a result of decreased peer admiration and a long mutual history -> Declining identity-creator

Long term relationships with parent’s close brands are terminated as adolescents move from parent to peer identification. -> Relationships with peer-favoured equivalents are created -> Nest abandonment

TOWARDS THE PSYCHOSOCIAL MORATORIUM

AFFILIATION VS. ABANDONMENT

IDENTITY VS. IDENTITY CONFUSION

”At the end of junior high

I realized that it was

absurd to try to look like

others, it just was not me.”

Aida, 19 years

J7J8J9H11H10G

E H12J7J8J9H11H10G

E H12J7J8J9H11H10

GE H12

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E H12J7J8J9H11H10G

E H12UNTOUCHABLES DECL. IDENTITY C.

RECOVEREDS LATE UPGRADES

NEST ABANDONMENT

IDENTITY F-A

Value to practitioners - How can a brand survive (the social pressure at ) teenage?

Survivorbrand

Ego- and family significance

Functional excellence

Wide and dynamic contextual coverage

Consumer investment-partnership