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Tracing the fingerprints of branded and tribal youth

Tracing the fingerprints of branded and tribal youth

Wilson, Jonathan (Bilal) A.J. (2013) Tracing the fingerprints of branded and tribal youth. The Marketeers. pp. 50-53.

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Abstract

Much is written about youth culture and it’s strong relationship with brands. The observations often espoused are that the younger generations consume brands conspicuously and with avarice. What I want to discuss here in more detail is what that actually means, and how it is shaping our lived experiences. Furthermore, conspicuousness doesn’t apply to anything and everything, nor does it mean there for everyone to see. Youth, especially, form nomadic urban tribes that roam a virtual landscape – mindsharing and creating sub-cultures. If we are to track and understand them, then a searching for what I call their social fingerprints needs to begin...

Item Type: Article
Uncontrolled Keywords: youth culture, branded consumption, conspicuous consumption, inconspicuous consumption, consumer behaviour, consumer culture theory, brand management, social media, South East Asia
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Faculty / Department / Research Group: Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:
Last Modified: 14 Oct 2016 09:24
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/9831

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