INCREASING TREND OF BRAND CONSUMPTION AND ITS EFFECTS ON YOUTH’S SOCIAL IDENTITY
Purpose of the Study: The present research examined the effects of brand consumption on the social identity of youth. Methodology: In this study, the researcher used a quantitative research approach; and survey research method was used, the questionnaire was used as a tool of data collection. A sample of 385 students was chosen by using a convenient sampling technique. In this study, researchers used SPSS for data analysis. Principal Findings: The findings show that brand consumption has a positive relationship with social identity. Major findings show that brand consumption has negative relation with the overall well-being of respondents. Findings also show that the main purchased item was apparel brands. Applications of the study: This study can be helpful in better understanding of youth’s attitude towards brands consumption and its effects on their social identity. Novelty/Originality of this study: People make their choices every day and consumer studies seek to know these choices. Differentiating brand consumption as a real phenomenon, this research aims to examine the increasing trend of brand consumption and its effects on youth’s social identity. Despite of the increasing demand for luxury brand products in the modern era, a few types of research have been concluded to find out the link between luxury brands consumption and youth social identity. To better understand the brand consumption’s effect on youth’s social identity; this research inspected the social identity of youth in details.