You are an embarrassment: A qualitative investigation of brand embarrassment among young adolescents
Abstract
Purpose
The purposes of this qualitative study are to investigate brand embarrassment which is a unique social consumption emotion and to identify possible antecedents, consequences and moderating factors associated with it.
Design/methodology/approach
The study reviewed a large volume of literature on embarrassment. The literature review was followed by a series of semi-structured, in-depth interviews of selected brand-conscious young adult informants in India. The data collected through such interviews were coded following grounded theory method.
Findings
The final outcome of the study is a comprehensive grounded theory framework. The framework depicts various antecedents and consequences of brand embarrassment and specific moderating factors shaping the influences of specific antecedents on brand embarrassment.
Originality/value
The value of this qualitative study lies in developing an elaborate grounded theory framework showing the inter-relationships between brand embarrassment and other related concepts.
Keywords
Citation
Sarkar, J.G. and Sarkar, A. (2017), "You are an embarrassment: A qualitative investigation of brand embarrassment among young adolescents", Qualitative Market Research, Vol. 20 No. 3, pp. 289-305. https://doi.org/10.1108/QMR-03-2016-0032
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited