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Brand Ownership as a Central Component of Adolescent Self-esteem: The Development of A New Self-Esteem Scale
Isaksen, K. Roper, Stuart
Isaksen, K.
Roper, Stuart
Publication Date
08/07/2016
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© 2016 Wiley Periodicals, Inc. Full-text reproduced in accordance of the publisher’s self-archiving policy. This is the peer-reviewed version of the following article: Roper S (2016) Brand Ownership as a Central Component of Adolescent Self-esteem: The Development of A New Self-Esteem Scale. Psychology and Marketing. In Press, which will be published in final form at http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6793. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving (http://olabout.wiley.com/WileyCDA/Section/id-820227.html#terms).
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
03/03/2016
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Abstract
This paper outlines the development of a new scale to measure adolescent selfesteem.
The new scale addresses weaknesses in existing measures which have
failed to consider the growth of the consumer society in the western world and the
impact of this on the formation of adolescent self-esteem. The development of this
scale includes extensive qualitative research with over 100 high school pupils, which
led to a series of quantitative data collection and analysis processes to develop the
scale. In the final stage, data was collected from 889 pupils and analysed to confirm
the validity and reliability of the new measure. The result of this work is a 21 item
self-esteem scale comprising of 4 distinct, yet interrelated factors: self-evaluation;
social ability; social comparison effects and notably, brand ownership. The findings
provide an updated and upgraded measure of self-esteem which takes into
consideration the specific audience of adolescents living in a consumer culture. The
scale development process demonstrates that when considering the formation of
self-esteem, the influence of the use and possession of commercial brands is as
relevant as the traditional factors/components such as academic achievement or
sporting prowess.
Version
Accepted manuscript
Citation
Isaksen K and Roper S (2016) Brand Ownership as a Central Component of Adolescent Self-esteem: The Development of A New Self-Esteem Scale. Psychology and Marketing. 33(8): 646-663.
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Article