Adolescents and Their Brands: An Account of Market Participation and Resistance

Creative Commons License

Yalkin Kucukyilmaz Ç., Rosenbaum-Elliott R.

Advances in Consumer Research, California, United States Of America, 23 - 26 October 2008, vol.36, pp.253, (Summary Text)

  • Publication Type: Conference Paper / Summary Text
  • Volume: 36
  • City: California
  • Country: United States Of America
  • Page Numbers: pp.253
  • Open Archive Collection: AVESIS Open Access Collection
  • Middle East Technical University Northern Cyprus Campus Affiliated: No

Abstract

This paper aims to examine the female adolescent friendship groups’ consumption of fashion from a perspective of participation and resistance in the marketplace, and intends to build a case for analyzing the consumption of fashion and ‘peer pressure’ outside of the traditional belonging vs. independence dichotomy; both in order to bring a new perspective to the adolescents’ relationship with the market and one another, and to fill the gap arising from the absence of the female adolescents’ voice from the resistance literature.