BRAND ATTITUDE MEDIATES THE RELATIONSHIP BETWEEN SELF BRAND CONNECTION AND PRODUCT INVOLVEMENT: A CASE OF ADOLESCENT CONSUMERS

Purpose – The purpose of this paper is to assess the mediating relationship between self brand connection, brand attitude and involvement among adolescents consumers in India. Design/methodology/approach – A survey of 800 adolescent consumers were conducted and the data was analysed using various statistical tools such as regression, correlation and mediation . Findings – The results of the study suggests that there is a strong relationship between self brand connection , brand attitude and involvement among adolescents in India and it further identify that brand attitude plays a mediating role between self brand connection and product involvement. Originality/value – The paper discusses the relationship between self brand connection, brand attitude and product involvement and that too among the adolescent consumers particularly in developing country like India.