Well-being and brand relationships in adolescence

Abstract

Well-Being is a complex construct that has been studied through diverse perspectives due to the multiple elements it comprises. One of these elements considers interpersonal relationships, since they are important predictors of well-being. Bullying is a negative form of socialization, particularly in the young, considered a form of violence since it lowers a person’s self-esteem and well-being. Bullying behaviors appear in both offline and online contexts where adolescents gather to interact with others; contexts in which products and brands are immersed. Brands play a major role in young consumers´ lives (Hemar-Nicolas et al., 2015), since they help them in the construction, preservation and improvement of their self-concepts (Sirgy, 1982). Brands are important due to the symbolic meanings they produce (Schultz, Kleine, & Kernan, 1989). This symbolism reaches its height in adolescence, due to socialization processes. Brands not only have an impact on how individuals relate with others, but also on individuals´ well-being. Thus, the present research aims to advance knowledge on the relationship between well-being, bullying and brands in adolescents, since scarce research on well-being is present in the consumer behavior literature, especially on the adolescent segment. Three studies are presented addressing questions regarding how well-being has been measured, the relationship between bullying and well-being in adolescents and the interaction of brands in this relationship, how brands can promote aggressive behaviors between peers, as well as the effect of social media on this phenomenon. Results show that 1) well-being has been measured through the use of scales, quantitatively and through the diverse branches it composes, resulting in a proliferation of scales generating ambiguity, 2) bullying affects negatively adolescents´ well-being and that brands have an effect on this relationship, and 3) social media generates a compulsive drive in adolescents to search and share brand information, social pressure and competition between adolescents in social media generates and intensifies brand-related cyberbullying, and that this behavior is likely to occur on women; thus, girls are more likely than men to generate and receive this type of aggression. Also, that bullies are more likely to engage in conspicuous consumption on social media for exerting power over peers. Finally, this research contributes to the well-being and consumer behavior literature by adding knowledge on theory regarding brands, brand relationships and online consumption; and discusses important implications for managers in businesses and policy makers.