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http://dx.doi.org/10.9708/jksci.2014.19.1.181

The Effects of Teenagers' Brand Perceptions on their Sociability -Focusing on Policy Implications-  

Kim, Kyung-Sook (Chosun University)
Park, Hwie-Seo (Dept, of Public Administration & Social welfare, Chosun University)
Publication Information
Journal of the Korea Society of Computer and Information / v.19, no.1, 2014 , pp. 181-189 More about this Journal
Abstract
The purpose of this study is to suggest some policy implications for the youth through empirical study about the effects of middle school students' brand perception on their sociability. For the purpose of this study, this study established a causal model about the relationships between brand perception and sociability through review of previous studies and surveyed for empirical research. The results of this study are presented as follows: Preference, imitation, and relevance as brand purchase elements of teenagers affected their self-esteem and empathy for others significantly. Self-esteem that is meditating variable in this study did not have a significant effect on sociability, while empathy for others had a great effect on it. This study suggested policy implications for teenagers to have good standards and a sense of value in a brand purchase.
Keywords
brand; self-esteem; other-empathy; sociability;
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