Exploring the concept of brand embarrassment: the experiences of older adolescents

Ian Grant, Gianfranco Walsh

Research output: Contribution to journalArticle

10 Citations (Scopus)


Although consumer behavior researchers pay continuing attention to brands and their importance to consumers, not much is known about the negative emotional effects of brands. The authors extend prior research by introducing a new construct called 'brand embarrassment'. Brand embarrassment refers to anxiety and negative emotions evoked by brands in certain consumption contexts. A qualitative study with older adolescents in the United Kingdom finds that embarrassment is experienced in the private and public domains. Brand embarrassment is explained in terms of issues of the personal-self and relationships with brands. Overwhelmingly, the participants claim that they try to avoid possible brand embarrassment.
Original languageEnglish
Pages (from-to)218-224
Number of pages6
JournalAdvances in Consumer Research
Publication statusPublished - 2009


  • brand embarrassment
  • older adolescents
  • consumers
  • consumer behaviour

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