Participants' level of liking for their favorite apparel brand was significantly related to congruence between their favorite apparel brand and their social identity. The higher the liking for their favorite apparel brand, the more the brand was rated as congruent with their social identity but not their perceived or desired identities. These adolescents were particularly interested in an apparel brand that they could use to project certain identities to other people rather than using apparel brands as a means to obtain an identity.During the interviews, unstructured questions were asked regarding relationships between the self and dress (e.g., do you ... Punks were characterized by their distinctive make-up, multi-colored hair, black clothing, and leather items they wore.
|Title||:||Investigating Relationships Between Branded Apparel and Identity with Adolescents|
|Publisher||:||ProQuest - 2007|