Proceedings of The 8th International Conference on Opportunities and Challenges in Management, Economics and Accounting
Mediation effect of self-brand congruence in relation materialism and brand engagement in self-concept (BESC) among teenagers
Adolescents – today’s Generation Z, are an important consumer group because of the role they play in the modern economy. This study examined whether there is a relationship between materialism and BESC and whether self-brand congruence is a mediator of this relationship in adolescent groups. A total of 316 Polish students aged 13 to 17 years (M = 15.17, SD = 1.51) participated in the study; 50.9% of them were girls. The study found that ideal self-brand congruence is a significant mediator of the correlation between materialism and BESC.
keywords: teenagers; materialism; brand engagement in self-concept; self-brand congruence.