Phase transitoire du cycle de vie, l’adolescence se caractérise par une période de construction de l’identité. En permettant aux individus de transmettre un message sur soi aux autres, la consommation symbolique participe à la construction identitaire des 12-18 ans. Afin d’optimiser...

In order to optimize the advertising campaigns which target adolescents, marketing managers must determine the respective capacities of the brand and the product to convey the signs that these consumers want to communicate to theirs peers. The purpose of this article is to answer this issue...

Few academic works were interested in the way teenagers react to the criticism of their peers about a brand choice. A situational measure of adolescents’ coping strategies is here developed, that means we want to measure the way a teenager handles a reproach situation by his/her classroom’s...

Transitional stage of life cycle, adolescence is characterized by a period of identity construction. As a means of transmitting a message on self to the others, symbolic consumption participates in identity construction of young people of 12-18 years old. In order to optimize the advertising...