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“On Transit” – Changes of Role Identity and Consumer-Brand Relationships during
Transition from Student to Professional Life
by Andrea Hemetsberger, Martina Bauer, Sylvia von Wallpach, and Katrin Broger
Marketing ZFP - Journal of Research and Management, 1/13, 40-49.
Andrea Hemetsberger is Professor of Branding at University of Innsbruck School of
Management, Universitätsstraße 15, 6020 Innsbruck, Austria, Phone: +43/512 507 – 7213,
Fax: +43/512 507 – 2842, E-Mail: [email protected].
Martina Bauer is PhD Student and Research Assistant at University of Innsbruck School of
Management, Universitätsstraße 15, 6020 Innsbruck, Austria, Phone: +43/512 507 – 7208,
Fax: +43/512 507 – 2842, E-Mail: [email protected].
Sylvia von Wallpach is Assistant Professor at University of Innsbruck School of
Management, Universitätsstraße 15, 6020 Innsbruck, Austria, Phone: +43/512 507 – 7204,
Fax: +43/512 507 – 2842, E-Mail: [email protected].
Katrin Broger is a Graduate of University of Innsbruck School of Management,
Universitätsstraße 15, 6020 Innsbruck, Austria, Phone: +43/699 181 188 04, E-Mail:
*corresponding author: Martina Bauer ([email protected])
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“On Transit” – Changes of Role Identity and Consumer-Brand Relationships during
Transition from Student to Professional Life
Abstract
Faced with major changes in life due to role transitions, consumers not only re-construct
their identities, but also change consumption patterns and brand preferences. Especially in
liminality, tensions between social compliance and individuality seeking become visible.
Existing literature analyses role transitions retrospectively, when consumers have
incorporated new role identities already into the new self-concept, and adopted new
consumption patterns. The study presented here investigates how consumer-brand
relationships are changing in liminal phases of transition. The study specifically focuses on
consumers’ transition from student to professional life, according identity changes and how
they resonate with brands. The findings reveal that individuals support role identity change
through the acquisition of brands that are perceived as prototypical for the new role, but also
maintain valued brand relationships to ensure stability. Identification with the new versus the
old role is strongly related to consumers’ adoption of new brands or rather maintenance of
existing brand relationships. Both old and new brand relationships support the separation
from an old and the incorporation of a new role. Liminal brands help coping with role
ambiguities and dual roles, while also providing excitement in anticipation of the future role.
Keywords: Role identity change, liminality, brand relationship
Zusammenfassung
In Umbruchsituationen rekonstruieren Konsumenten nicht nur ihre Identität, sondern
ändern auch Kaufgewohnheiten und Markenpräferenzen. Besonders in der liminalen Phase
erleben Individuen Spannungen aufgrund des gleichzeitigen Strebens nach sozialer
Konformität und Individualität. Die bisherige Literatur analysiert Umbruchsituationen meist
retrospektiv, d.h. nachdem Konsumenten eine neue Rollenidentität in ihr Selbst-Konzept
integriert sowie neue Verbrauchsgewohnheiten etabliert haben. Dieser Aufsatz untersucht,
wie sich Markenbeziehungen während der liminalen Phase ändern. Der Fokus der
empirischen Studie liegt auf Identitätsveränderungen von Konsumenten im Übergang vom
Studenten- zum Arbeitsleben und den damit einhergehenden Änderungen des
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Markenkonsums. Die Ergebnisse zeigen, dass der Konsum von Marken, die als prototypisch
für die neue Rolle wahrgenommen werden, Veränderungen der Rollenidentität unterstützen.
Andererseits werden geschätzte Markenbeziehungen beibehalten, um Stabilität zu garantieren.
Die Identifikation mit der alten versus neuen Rolle ist ausschlaggebend dafür, ob
Markenbeziehungen beibehalten oder ersetzt werden. Alte und neue Markenbeziehungen
unterstützen die Trennung von der alten und die Einnahme der neuen Rolle. Liminale Marken
helfen, mit Rollen-Ambiguität und Doppelrollen umzugehen, sorgen jedoch auch für freudige
Vorwegnahme der zukünftigen Rolle.
Schlüsselbegriffe: Rollenwechsel, Identität, Liminalität, Markenbeziehung
Executive Summary
Role transitions confront consumers with major life changes. During the so-called liminal
phase individuals separate from a familiar role and take on a new one. Transitions lead to
changes in consumers’ self views, and according changes in their brand relationships. The
present study investigates changes of consumer-brand relationships in the liminal phase of
transition from student to professional life.
The findings show that experience of ambiguity regarding two different selves makes
consumers aspire to fulfil social role standards while seeking individuality at the same time.
These tensions make individuals more open to change brand relationships while being “on
transit”. Individuals in transition from student to professional change their identity and
lifestyles considerably by acquiring new brands that are considered stereotypical for the new
role. Graduates in transition often exaggerate new role-conform consumption. The meaning of
these new brand relationships differs, though. Graduates, who are excited about their life
changes, buy brands they aspire to own, whereas insecurity leads to purchases even at the
expense of one’s aesthetic taste. In both cases, newly acquired brands are mostly public
brands that signal conformity with the anticipated future role. Students and graduates in their
liminal phase to professional life are specifically looking for brands that hold ‘professional’
characteristics or carry meanings, which are associated with professional life. Marketers may
use this insight to attract new customers by targeting the group of graduates and positioning
the brand clearly as a brand for young professionals.
Individuals in liminality also like to use brands with ambiguous characteristics that
support their ambiguous selves, relating to dual roles. Such liminal brands solve self-conflicts
through compromise or synthesis: they are ambivalent, neither-nor, in between, and both; and
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thus a perfectly transient concept that frees individuals from role ambiguity by fulfilling the
requirements of dual roles. Brands might accordingly be positioned like a ‘one size fits all’
solution.
The empirical study ultimately indicates that people in transition are less likely to change
brands they love and feel acquainted with. Holding on to formerly valued brand relationships
provides these individuals with some degree of stability. Thus, managers can successfully
position their brands as providing stability in life, which is even more valued in times of
transition.
Overall, brands can serve as helpers and supporters when individuals are ‘on transit’; it is
the marketers’ responsibility to deliver this value.
Executive Summary (German)
Umbruchsituationen konfrontieren Konsumenten mit zahlreichen Veränderungen.
Während der sogenannten liminalen Phase erfolgen die Trennung von einer alten und die
Annahme einer neuen Rolle. Umbruchsituationen führen dazu, dass Konsumenten ihr Selbst,
und damit einhergehend, ihren Markenkonsum verändern. Die vorliegende Studie untersucht
Veränderungen von Markenbeziehungen in der liminalen Phase des Übergangs vom
Studenten- in das Berufsleben.
Die Ergebnisse zeigen, dass Konsumenten in dieser Phase Ambiguität aufgrund des
gleichzeitigen Strebens nach Rollenzugehörigkeit und Individualität erfahren. Dadurch
entstehende Spannungen führen dazu, dass Konsumenten neue Markenbeziehungen eingehen,
bestehende Markenbeziehungen auflösen oder die Bedeutung von Markenbeziehungen
ändern. Während des Übergangs vom Studenten- ins Berufsleben ändern Konsumenten ihre
Identität, sowie ihren Lebensstil. Vermehrt werden neue Marken, die stereotypisch für die
neue Rolle sind, gekauft. Konsumenten übertreiben in der liminalen Phase oftmals Rollen-
konformen Konsum. Die Bedeutung dieser neuen Markenbeziehungen kann jedoch
unterschiedlich sein. Studenten, die sich über die Lebensveränderung freuen, kaufen Marken,
deren Besitz sie anstreben, während Unsicherheit im Bezug auf die neue Rolle Konsumenten
sogar dazu veranlasst, Marken zu kaufen, die ihrem ästhetischen Empfinden widersprechen.
In beiden Fällen handelt es sich um öffentliche Marken, die konsumiert werden, um
Konformität mit der zukünftig angestrebten Rolle zu signalisieren. Studienabsolventen
konsumieren vorwiegend Marken, deren Bedeutung der professionellen Rolle entspricht.
Manager können Marken dementsprechend als „professionell“ positionieren und diese
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Eigenschaften kommunizieren, um die Zielgruppe der jungen Erwachsenen in der
Umbruchsituation zu erreichen.
Konsumenten in der liminalen Phase tendieren auch dazu, Marken mit ambivalenter
Bedeutung zu konsumieren, wenn diese sich auf beide relevanten Rollen bezieht. Sogenannte
liminale Marken unterstützen Konsumenten dabei, Selbst-Konflikte durch Kompromiss oder
Synthese beider Rollenbilder zu lösen.
Die empirische Studie zeigt schlussendlich, dass Konsumenten in der Übergangsphase
eher davon absehen, sehr stark positive Markenbeziehungen zu ändern. Von jeher geschätzte
Markenbeziehungen garantieren dem Individuum ein gewisses Maß an Stabilität. Dies lässt
die Möglichkeit zu, die Positionierung von Marken auf Stabilität in starken
Markenbeziehungen aufzubauen, die dem Konsumenten in Umbruchsituationen oftmals fehlt.
Zusammenfassend können Marken Konsumenten in der liminalen Phase unterstützen und
den Übergang zur neuen Rolle erleichtern.
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“On Transit” – Changes of Role Identity and Consumer-Brand Relationships during
Transition from Student to Professional Life
1. Introduction
Due to role transitions, consumers are faced with major changes in life. During the so-
called liminal phase, that is, the ‘time in between’ when an old role has not been abandoned
yet, and a new one not fully adopted (Turner 1967; Noble/Walker 1997), individuals separate
from a familiar role and take on a new one. Liminality is commonly characterized by role
ambiguities and a re-orientation of identity, which is often accompanied by disposition of old
and acquisition of new possessions (Schouten 1991; Noble/Walker 1997). Consumers not only
re-construct their identities, but also change consumption patterns and brand preferences
(Andreasen 1984; Hemetsberger et al. 2009; Gröppel-Klein/Steinhauser 2011). Possessions
and brands support consumers in constructing their new self in transition (Belk 1988;
Schouten 1991) and in consolidating a disordered self (Noble/Walker 1997; Mathur et al.
2008).
Consumer behaviour literature investigating liminality is scarce. Most existing studies
analyse transitions retrospectively, that is, when consumers have incorporated new role
identities already into the new self-concept, and adopted new consumption patterns
(Cody/Lawlor 2011). This study focuses on how individuals change their brand consumption
during the so-called liminal phase. It aims to understand whether and how consumers change,
abandon, or re-interpret brand relationships during liminality to cope with role changes and
ambiguities. The interpretive study focuses on the transition from student to professional life,
constituting one of the most impactful transitions, accompanied by major changes in role
definition and lifestyle of consumers (Banister/Piacentini 2008).
2. Literature Review
2.1. Transition situations and self changes in liminality
Individuals pass a series of life events throughout their lives. These events involve
transitions between different social roles or places. Transitions are perceived as a break in an
individual’s life path, leading to role changes and alterations of the individual’s self (Van
Gennep 1960; Schouten 1991; Mathur et al. 2003).
Various theoretical perspectives aim to shed light on the transition process. For instance,
Van Gennep (1960) describes three phases that individuals pass sequentially in transition
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situations: the separation from the old role, the liminal phase, and the incorporation of the
new role (Van Gennep 1960; Turner 1969). In a similar manner, Bridges (2002, 35) defines
the liminal phase as “a nowhere between two somewheres”. Several researchers have applied
and advanced these three phases (Houston 1999; Thomsen/Sørensen 2006; Davies et al.
2010). Nonetheless, researchers also criticize the sequential view on transitions proposed by
van Gennep (1960). Kralik et al. (2006) and Locke (1999) argue that the three phases are not
clearly separable from each other. The phases could also be cyclical with forward and
backward movements and no concrete beginning and ending. Individuals could also move
back and forth to separation and incorporation, while experiencing a liminal phase of extreme
ambiguity. Some researchers apply an ontologically different perspective and posit that
consumers aim to construct coherent life narratives (e.g. Ahuvia 2005; Rojas
Gaviria/Bluemelhuber 2010). In order to achieve a coherent self narrative, consumers tend to
use different strategies, ranging from negotiation strategies, such as “compromising” or
“demarcating” selves (Ahuvia 2005) to re-interpretation of past experiences (Josselson 2009).
These narratives contain information regarding both consumers’ past and future selves (Rojas
Gaviria/Bluemelhuber 2010). Gaviria/Bluemelhuber’s (2010) view implies that consumers do
not separate from old roles, since they construct their identities considering their past and
present selves. According to this view, the distinction between three stages becomes
irrelevant.
Liminality is commonly characterized by an ambiguous self that faces instabilities and
insecurities of an unknown future (Banister/Piacentini 2008; Cody 2012). Identity theory
posits that the self consists of multiple role identities (e.g., husband, father, professional)
(Burke 2004; Stets 2006). Each role is linked to specific meanings and expectations from
society and the individual (Burke/Stets 2009; Manzi et al. 2010). People act to fulfil these role
expectations (Allen/van de Vliert 1984; Burke/Stets 2009). Since major changes in life
circumstances usually involve changes regarding the role identities individuals assume, they
might experience a disordered self-concept. Taking on new perceptions about themselves and
their environment (Hopkins et al. 2006) and re-evaluating their lives (Turner 1969; Kralik et
al. 2006), individuals are more likely to change their lifestyle (Andreasen 1984) and
consequently, their behaviour (Allen/van de Vliert 1984). Liminality is thus typically
accompanied by psychological discomfort, role uncertainty, a higher degree of discrepancy
between actual and ideal self, confusion, and frustration (Noble/Walker 1997; Cody 2012). On
the other hand, liminality involves evolution of creativity, renewal, and growth, resulting in a
redefinition and reorientation of self (Turner 1969; Bridges 2002). Individuals in liminality
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are more likely to experiment with their identity, try out several possible selves, change their
appearances (Schouten 1991), and engage in ritualistic behaviour and consumption changes
(Cody/Lawlor 2011). Ibarra/Petriglieri (2010) refer to these experimentation strategies as
identity play. They define identity play as the exploration of selves that makes the line
between fantasy and reality blur. In contrast to its counterpart identity work, identity play
does not involve external signalling of role-related behaviour and striving for identity
coherence. In line with Cody (2012), liminality can be seen as a tightrope walk between two
different selves. The study presented here intends to investigate how brand relationships are
reflexive of consumers’ shifting identities during liminality.
2.2. Consumers in transition
Since products and brands allow signalling social roles and role-related meanings
(Solomon 1983; Burke/Stets 2009), individuals tend to connect to brands that reflect their
actual or intended identity (Gröppel-Klein/Steinhauser 2011). Product and brand consumption
might help consumers “on transit” to explore and adapt to a new role (Mathur et al. 2008;
Hemetsberger et al. 2009). Consumers’ motivations to change their brands are manifold.
First, individuals’ new identity and the identity of formerly valued brands eventually
mismatch, leading to brand detachment and adoption of new brands (Price et al. 2000).
Second, particular parts of the former self might be rejected, leading to disposition of
possessions that remind of these parts of the self and to the acquisition of new ones (Schouten
1991). Third, new consumption practices might ease the process of liminality (Houston 1999),
reduce role uncertainty, and support consumers in dealing with the new upcoming role
(Thomsen/Sørensen 2006). The more uncertain people feel about enacting a role, the more
likely they use stereotypical products that represent that specific role. Stereotypical products
hold symbolic meaning, providing security and supporting the enactment of a new role
(Solomon 1983; Kleine III et al. 1993; Sevin/Ladwein 2008). Adoption of new consumption
patterns serves the achievement of an ideal self, which might even culminate in body
transformations, as for instance plastic surgery (Schouten 1991). Furthermore, consumption
changes depend on the progress of the transition and consumers’ perception of this progress.
Cody (2012) distinguishes between a “dark and passive” side and a “fruitful active” side of
the transition from child to teenager (‘tweens’). During the dark and passive side, individuals
feel insecure and invisible in society. During the fruitful phase, tweens change their
consumption and behaviour actively so as to find their position in society.
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In summary, consumption supports individuals in various ways to cope with and establish
a redefined identity. Brands help reducing role discrepancies and offer ways to demarcate
different selves, find a compromise, or eventually come to synthesize different identity
demands (Ahuvia 2005). Current research widely agrees on the influence of transition phases
on consumer-brand relationships and related consumption changes. However, empirical
findings are contradictory as to whether individuals—in liminality—consume for future, past,
or present identities (Kleine et al. 1995; Noble/Walker 1997; Mathur et al. 2003;
Sevin/Ladwein 2008). Existing studies investigated transitions from school to college
(Noble/Walker 1997), motherhood (e.g., Fischer/Gainer 1993), ‘empty nest’ (Curasi et al.
2004), and end-of-life dispositions of possessions (Price et al. 2000). This study analyses the
transition from student to professional life, according identity changes, and consequences for
consumer-brand relationships. Contrary to most existing research this study does not analyse
transitions retrospectively (Cody/Lawlor 2011), but conducts an exploratory analysis focusing
on brand relationship changes during liminality; thus, accounting for the interplay between
consumers’ past, present, and future identities.
3. Methodology
In order to explore experiences of students in transition to professional life, this study
applies a qualitative research approach relying on projective techniques, accompanied by
narrative interviews (Schütze 1987). Photo-elicitation was used to gain insights into
respondents’ experiences during the transition and the role identity changes they were going
through. Participants were asked to bring two to three pictures representing their student life,
the liminal phase, and their envisioned work life. Pictures support people in talking about
their current feelings and related behaviours (Bryman/Bell 2007). Respondents had to describe
the pictures, their elements, and how they relate to experiences during the role transition. In a
second step participants created a tripartite collage concerning their brand relationships,
including brands that represent their student life, the liminal phase, and (anticipated) work life
(Koll et al. 2010). Various magazines with diverse foci (sports, lifestyle, fashion,
advertisements, groceries, cosmetics, etc.) were used as stimulus material. A fourth section of
the collage allowed to describe eventual unchanged brand relationships. An interview
followed to elicit the specific brand-relationships displayed in the collage (Heisley/Levy
1991).
The sample consisted of 14 respondents (aged between 23 and 28) in transition from
student to professional life. Tab. 1 summarizes the sample characteristics.
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Pseudonym Age Transitional Stage Celine 24 Employed since 3 months Amie 24 Two weeks before job start Peter 23 Employed since 6 months Marco 23 Temporary job since two months Stephanie 25 In a 6 months contract Kelly 23 Employed since 6 months Patrick 28 Employed since 6 months Violet 23 Currently writing her Master’s thesis Abby 23 Currently writing her Master’s thesis Sophy 24 Currently writing her Master’s thesis Valery 25 Currently writing her Master’s thesis Lisette 25 Currently writing her Master’s thesis Jade 26 Currently writing her Master’s thesis; part-time employed Katy 24 Currently writing her Master’s thesis
Table 1: Sample characteristics
As views on the duration of liminality in literature are incongruent, the sample includes
respondents in presumably early and late stages of transition: students in the final semester of
their studies; students who have recently graduated and are looking for a job; young
professionals, who have just started to work (up to six months). The sample only includes
participants who have not been working fulltime (including internships) before or during their
studies, to ensure that respondents are in transition. Interviews were recorded, transcribed,
analysed, and interpreted according to hermeneutics and constant comparative method
(Charmaz 2008).
4. Findings
Respondents report major changes in their lives and related re-definitions of their selves
during transition from student to professional life. While student life is depicted as flexible,
with little responsibility but also limited budgets and dependency, professional life is
associated with quite oppositional, stereotypical presumptions and first experiences of
organizational structuring, scheduling, and time constraints, but also more income and
independence. Visual representations of respondents’ role perceptions demonstrate the sharp
delineation of the “two social worlds”.
(Celine, age 24)
(Peter, age 23)
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Figure 1: Visual representations of the transition
Celine’s collage (Fig. 1) expresses the vulnerability of individuals in transition from close
social contacts and exciting student life towards dominance of structures and professional
distance, representing role ambiguity. Peter’s visuals add to that by contrasting independence
and autonomy with computers and a desk – strong symbols of long and hard work days spent
in isolated places. These findings support the assumption that transition is accompanied by
feelings of great insecurity. However, individual narratives also differ regarding intensity and
valence. Most individuals perceive transition as rather challenging, while others experience it
as more positive and exciting. Respondents, in general, also realize how much their self-
concept changes throughout this phase in life. None of our respondents had fully incorporated
his/her new role, nor remained in the old student role, according to respondents’ narratives.
Individuals reported a feeling of “in-betweenness”, a bit of everything and nothing, an
emotional state that calls for a plan.
„Currently I don‘t really feel like a student […] At the moment I feel… like… NOTHING AT ALL
(laughs). You know… neither student, nor employed person… it is…just… something…SOMETHING
IN BETWEEN.” (Sophy, 24)
Transition is a phase of extended length and intensified tensions among social compliance
and individuality needs. The new role is accompanied by new social demands and expected
role pressures, whereas the abandonment of the old role leaves new room for the definition of
a renewed individuality. During transition from student to professional life individuals
support their role identity change through changes of their relationships with brands.
Corroborating Noble/Walker’s (1997) study, respondents end or alter some brand
relationships, but also maintain particular brand relationships that provide stability in this time
of insecurity. Individuals in liminality consume both, brands that symbolize the past and
brands that represent the new role.
Identification with the new versus the old role seems to be strongly related to brand
relationship changes. Respondents use diverse strategies to deal with the ambiguous self and
role identity in transition. Some experience the transition as exciting and thrilling. They
change brand relationships accordingly by radically separating from existing brand
relationships symbolizing student identity, and acquiring new brands for their new role.
Others cope with ambiguity through acquisition of liminal brands and familiar brands as
helpers and stabilizers. Tab. 2 summarizes the main findings of the study.
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Consumer-brand relationships and identity change in liminality
Liminal tension
Social compliance
Fulfil societal expectations and social pressure
Individuality seeking
Set oneself apart from others, develop own personality
Brand relationships and role identification
Separating from existing brand relationships
that stand for student role
identity & ambiguous
liminal identity
Establishing new brand relationships
that stand for professional role
identity & ambiguous liminal
identity
Maintaining brand relationships
that stand for the genuine self, or
for the old role
Coping strategies
Ending a role identity
- Radical separation
- Gradual detachment
Anticipation of a future role identity
- Adaptation to specific
professional characteristics
- Exaggerative anticipation of
future professional role
Stability seeking
- Unchanged brand relationships
- Re-interpreted brand-
relationships
Dealing with the liminal identity
- Buying and using liminal
brands
- Liminal behaviour
Self-gifts
Anticipating salary and support
Table 2: Consumer-brand relationships and identity change in liminality
The subsequent sections describe the main tension between social compliance and
individuality seeking, and outline individuals’ coping strategies during liminality, in detail.
4.1. Social compliance vs. individuality seeking
Transitions from student to a young professional are characterized by strong symbolism
and demonstrative consumption practices. During transition, enhanced self-construction
activities are eminent and actively pursued through diverse consumption strategies, including
the separation from and the adoption of new brands. Although liminality commonly
encourages experimentation (Rojas Gaviria/Bluemelhuber 2010), respondents feel strong
pressures to adopt socio-cultural understandings of their new role identities as young
professionals. Social compliance is characterized by the urge to respond to role expectations
in a desired way (Cialdini/Goldstein 2004). As the new role has not been adopted yet and new
role expectations are only imagined, conformity is a blurry concept and commonly leads to
compromise rather than emancipated consumption decisions.
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“Yes as I said, it is somehow the pressure, to CONFORM with your environment, but at the same time you
want to be unique and want to own something that others don’t have… and I think that is somehow a
BALANCING act between… yes between the two of them.“ (Valery, 25)
Valery’s quote demonstrates the conformity-individuality dilemma respondents are
confronted with. Particularly in times of identity formation and transition, consumers are keen
to act in a congruent manner to achieve a positive self-worth and approach their ideal self
(Sirgy 1982). Individuals steadily define themselves according to their own self-definition and
their social roles, which often creates tensions (Mittal 2006). Liminality intensifies the tension
as new role pressures come up whereas old ones that have so far provided structure and
security in people’s lives are given up.
„Look at that bag here; I really ONLY bought it because everyone else in Munich owns one… NEVER
IN A THOUSAND YEARS have I thought that I would buy such an ugly bag.” (Kelly, 23)
Kelly especially feels the need to adopt new brands in liminality. She feels the pressure to
behave differently in work life in order to fulfil the standards of the new role. Adopting new
consumption patterns that are symbolic for the new role is viewed as entry ticket to a new,
professional life.
In this phase of insecurity, individuals particularly seek new structure in life, which leads
to new role conformity. In absence of other, role-defining behaviour, respondents seek to
demonstrate new role adoption through over-conformity and social status consumption
(Kleine/Schultz Kleine 2000) even at the expense of one’s own aesthetic taste. The gaze of the
others is of critical importance for individuals (Burke/Stets 2009). On the other hand,
respondents feel the need to underscore their individuality. They want to be unique and show
that uniqueness with brands. Respondents stop buying typical student clothes, which stand for
mass consumption, and switch to more role adequate or unique designer labels.
“When you finally enter work life, you want to somehow… EXPRESS your OWN personality ….yes…
you want to somehow… develop your own DIRECTION… In student life you were more like GOING
WITH THE FLOW (laughs).” (Amie, 24)
4.2. Coping strategies
Brands are powerful repositories of meaning purposively employed in the creation and
(re)production of concepts of self (Fournier 1998). They help individuals to cope with
insecurities and ambiguities. Individual’s life contexts systematically influence the strength of
relationship drives, the types of relationships desired, styles of interacting within
relationships, the ease with which relationships are initiated and terminated, and the degree to
which enduring commitments are sought (Fournier, 1998). The findings of this study strongly
support the interwoven nature of consumers’ self-concept and the brand relationships
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individuals are entertaining. They further support the deep meaning of brands for individuals’
everyday lives and ritualistic everyday behaviours. As daily rituals change, brand use and
relationships also change, as reported by the respondents. Abby (23), for instance thinks, that
her morning ritual will change dramatically from a casual, unstructured towards a planned,
stressful ritual. Katy (25), who drank her daily energy drink when she was learning for her
exam, thinks that she might drink it in stressful job situations as well.
Overall, findings show that brand relationships change during transition alongside the
dimensions: price, quality, essentiality versus hedonism, group pressure versus social role
expectations, and creativity of style. Brand relationship changes do not, however, reflect a
public-private distinction, as described by Richins (1994). Respondents change public, as well
as private brands in anticipation of their future lives, which might reflect the critical tension
between social compliance and individuality. Thus, changes might be necessary on both ends.
As brands cohere into systems of brand relationships that give meaning to life (Fournier
1998), individuals in transition rearrange their brand portfolio so as to “rearrange” their lives.
The following sections present respondents’ rearrangements alongside narratives of
separation, maintaining, and establishing new brand relationships.
4.2.1. Separation from existing brands – Ending a role identity
Respondents report on the need to abandon the student role identity, or the ambiguous
liminal identity, particularly when their wish to identify with the new role is strong. Yet,
separation strategies are different. Some are radical; some reflect a gradual separation from
old brands/old life. Reasons for radical separation are either brand relationships that run
counter new role adoption, or are reminiscent of negative experiences in student life or in the
liminal phase. Marco has always used a private label laundry detergent in his student life.
However, since he has graduated in February, he started to use a branded product and wants
to use it in the future. Marco admits that he has changed a lot since graduation, and supports
his new role aspirations with radical separations from old student brands, and adoption of
more future role appropriate brands.
“Of course there are reasons. On the one hand, as stated earlier, the increased income, but also the
attitude change, because you have a graduate degree, I don’t want to sound arrogant, but you just
feel… like…something BETTER, when you have a graduate degree, then you also have to somehow
fulfil the cliché, that as business student you will buy branded products instead of still using DM
[private label] laundry detergent.” (Marco, 23)
Respondents seek to cast off their student characteristics, and as a result separate from
“student brands” and student rituals, even in their private domain. Some radical brand
15
separations are even close to being therapeutic in that they free the respondents from old role
burdens. Jade associates her current life with an IKEA desk, which symbolizes studying,
learning, and writing her master thesis.
“[…] I ALWAYS see it (the desk) and because I am currently writing my master thesis I find the desk
awful; because it is so stressful […] it just has to go AWAY, I don’t WANT the desk to stay there, when
I am done with it!” “[…] but I still like IKEA, it’s just that I won’t buy a DESK at IKEA any more
(laughs).” (Jade, 26)
Jade’s verbatim corroborates Schouten’s (1991) findings that when a role identity is changing,
particular parts of the self might be rejected. Possessions that remind us of these parts of the
self are therefore disposed.
Besides radical, abrupt separation from brands, many examples point towards a gradual
detachment from brands that are deeply associated with the old role/old life (Fajer/Schouten
1995). In liminality, respondents, who report a gradual separation from their old student life,
also slowly separate from brands that are symbolic of a typical student life by using it less
frequently, while simultaneously acquiring new brands. Patrick (28), for instance loves the
brand Red Bull. He used to consume it permanently and in huge amounts in student life. Now
he is self-employed and is under constant stress. First Patrick states that his Red Bull
consumption remained the same. During the interview he finds out that he has already
decreased his consumption of Red Bull. Examples for gradual reduction of brand
consumption also concern alcohol, casual clothes, and shoe brands that are prototypical for a
student lifestyle.
4.2.2. Establishing new brand relationships – Anticipation of future role identity
Several respondents start identifying early with the anticipated professional identity and
want to acquire new brands with a ‘professional touch’ in order to anticipate their future role.
In between student and professional life, respondents specifically want to acquire
stereotypical brands that represent the professional role exaggeratedly. In absence of genuine
role experience, role anticipation is limited to the consumption of signalling brands.
Individuals use stereotypical brands to deal with their ambiguous self and to try out possible
future selves. Amie does not feel comfortable in liminality; it was a terrible time in the
beginning. Before she was offered a job, she could not relax so she started to acquire
different, new brands, which stand as a symbolic, reified role model for what she aspired to
become.
16
“[…] during the time between the Bachelor thesis and … work life… I bought a BAG from MARC
PICARD (laughs loud)… but it doesn‘t FIT TO ME AT ALL. […] it even looks a bit ASSIDUOUS.”
(Amie, 24)
Other respondents, such as Celine, acquire new brands that signal a different, more
sustainable and responsible lifestyle associated with the new professional role identity.
“I am now buying organic food directly from the farmer; that is really totally new and I just wanted to
have it… I think it is good to pay attention to that and I like organic things so much.... I want to be
sustainable and I have also become a vegetarian, now towards the end of my student time… it is an
attitude to life.” (Celine, 24)
The actual adoption of the new role identity entails the establishment of new brand
relationships in novel product categories, which satisfy the role requirements associated with
the professional role but do not seem to fit the consumer’s self. One example is Amie’s new
branded diary that allows her to manage the many appointments that are part of her new
professional reality. Still, her relationship with this new brand does not seem to be in line with
her current self, which is strongly influenced by the former student self.
“Yes… that is like…you live for the day but AFTER you have so many plans and appointments and so
forth… I never had a Filofax … I bought a Filofax last week … a calendar, because I need to note all
my appointments; that was weird even for me. I thought oh my god what a Babbitt ahm I know, but I
have to, to start doing it… (laughs).” (Amie, 24)
4.2.3. Establishing new brand relationships – Dealing with liminal identity
Liminal brands are brands that have liminal characteristics, such as eau de toilettes
instead of perfume. They guide individuals in liminality from old to new roles. This coping
strategy of consuming liminal products involves brands and behaviours that fit liminality and
its characteristics such as insecurity, ambiguity and trying out possible selves. Liminal brands
are only important during this time and hold characteristics of both roles. While gradually
moving from one role to the other, respondents use liminal brands as a compromise that helps
them coping with role ambiguity.
“Bench is perfect at the moment, because… well you can wear it in your leisure time as well as in the
office. And that is super... what they produce is really beautiful and the quality is also a lot better,
simply better than H&M, and thus, I buy that recently.” (Jade, 26)
Jade uses new brands that meet her different aspirations in the private and public domain and
can be used in leisure time as well as in professional life. Two years ago, she would not have
bought a brand like that, which represents this state of “in-betweenness”. Liminal brands are
prototypical for Ahuvia’s (2005) compromising strategy, when two different selves are in
17
conflict. Stephanie has different demands for her liminal brands. They should come with no
obligations.
“…now my contract [for her cell phone] expires …but yes… I don’t want a new contract
now…because then I am bound by contract and at the moment I don’t know at all how my life will go
on, whether I will be going abroad or so… I wouldn’t want a fixed contract at the moment… because…
well, I want to be free of bonds at the moment.” (Stephanie, 25)
Liminal brands and liminal behaviour also exhibit avoidance behaviour. Clearly, liminal
brands serve dual roles and are often abandoned when the new role is completely taken over,
unless liminal brands succeed to stay ‘best friends’.
4.2.4. Maintaining brand relationships – Stability seeking self
Respondents also maintain brand relationships in seeking for stability. Brand relationships
either remain the same, or take on new meaning. There are different reasons for keeping
particular brand relationships unchanged: homelike and childhood memories; representing a
unique and personal lifestyle; uniqueness of the brand; escaping everyday, mundane life, and
helping to hold on to student life.
Katy (24) believes that she did not change a lot. Interestingly, Katy also did not change
many brands in liminality. She sticks with her Barilla pasta, Nutella, Santa Lucia Mozzarella,
Red Bull, Milka chocolate, and most of her clothes brands. Her wish to hold on to student life
provides security in this instable phase, and reduces her fears about the future. Her deliberate
demarcation of student and professional life exemplifies conservative coping strategies to
reduce insecurity. Here, lack of role identification with future professional life hinders
acquisition of new brands and adoption of new consumption patterns.
Kelly (23) is very different. She thinks she has changed a lot and consequently many of
her brands, particularly public, social status brands like clothes, handbags or sunglasses.
Identification with her future role induces the adoption of an imagined future lifestyle.
However, she does not abandon ‘her’ brand Nutella that evokes feelings of nostalgia
(Schindler/Holbrook 2003) and reminds her of her childhood, thus representing an integral
part of herself.
“(...) I love Nutella, I use it every day, that is, included in my everyday ritual… maybe it has to do with
childhood memories… a kind of WELLbeing… it allows you to still be a child.” (Kelly, 23).
Here, the brand relationship with Nutella is not associated with student identity, but relates to
important other facets of self. Respondents particularly maintain strong brand relationships
and love brands over time because they provide stability and support– brands, “solid as a
rock”.
18
4.2.5. Self-gifts
Although consumption in times of transition is to a considerable extent determined by the
search for a new and consolidated self-identity, some consumption changes simply reflect
self-gifting behaviour for respondents’ accomplishments. According to Mick/DeMoss’ (1990)
study on self-gifts, personal accomplishments, disappointments/depression, and holidays were
prevalent circumstances under which consumers acquired self-gifts. Relieving stress after an
enduring or impinging event, having extra money to indulge oneself, and just doing
something nice for oneself were reported in addition. Transitions offer multiple reasons for
self-gifts, including personal accomplishments, indulgence and having extra money.
Life before graduation and professional life is viewed as stressful and hard work.
Respondents therefore reward themselves with brands they aspired to own for a long time.
“It is a REWARD for working 40 hours a week… I buy SPECIFIC things… I don’t buy anything, but
exactly those things that I always wanted to have and couldn’t buy before.”
(Celine, 24)
Liminality is therefore also characterized by catching up with postponed consumption, and
typically also over-consumption until all materialist wishes that developed during a lifetime
are fulfilled, or have lost meaning. Rewards are partly consequential of anticipated income, as
reported by respondents. Consumption and spending is adjusted to the new (expected) income
level and must be learned. Respondents frequently report that they are looking forward and
are willing to spend money but only for a limited time until their desires are satisfied. In many
ways, respondents’ verbal accounts are reminiscent of research on desire, where “the fire of
desire” is extinguished as soon as all wishes come true (Belk et al. 2003).
Rewards also represent a common coping strategy and provide support in times of
insecurity, similar to what Banister/Piacentini (2008) report about alcohol consumption in
liminality, and what Fournier/Alvarez (2012) describe as soothing, comforting mechanism in
times of transition.
5. Discussion
Literature characterizes liminality mainly as time of role ambiguity and insecurity (Turner
1967; Bridges 2002; Cody/Lawlor 2011). This study supports this assumption, revealing that
individuals in liminality between student and professional lives find themselves caught in the
tension between social compliance and individuality seeking. From a social identity
perspective, Chan/Berger/Van Boven (2012) find that consumers’ choices can be
simultaneously attributed to assimilation and differentiation motives. The findings of the
19
present study confirm the results of Chan et al. (2012) on the individual level. Experience of
ambiguity regarding two different selves makes consumers simultaneously aspire to fulfil
social role standards and seek individuality respectively. Furthermore, the findings
corroborate previous findings on young consumers using retro brands to release the tension
between being socially accepted and being non-conform (Hemetsberger et al. 2011). During
this time individuals increasingly feel the need to conform to others, which accords with
Cialdini’s work (2001) that in times of uncertainty, individuals look for and try to fulfil social
norms.
Because of these tensions, individuals are more open to change brand relationships while
being on transit, supporting previous consumer research on symbolic consumption in times of
transition (Thomsen/Sørensen 2006; Cody/Lawlor 2011). People acquire new brands, separate
from formerly used brands and change meanings of brand relationships. Still, individuals also
hold on to formerly valued brands. Respondents describe several coping strategies that help
them finding their path towards professional life. The extent of identification with the new
and old role influences whether and how consumer-brand relationships change.
When students abandon their old desks, they mainly separate from the many hurdles that
accompanied their student life. While previous literature mainly states that consumers detach
from brands in a gradual process that involves multiple separation stages (Fajer/Schouten
1995), students in liminality also mentioned radical brand detachment. Radical brand
separation serves liberating themselves from primarily private possessions that are symbolic
for hardship and failures. Gradual disposition rather serves to attenuate the drastic changes
that go along with entering work life, moving to another city, separating from good friends,
and the like. Separation is always liminal and therefore often experienced as demanding,
negative, even unwanted, as some respondents illustrate, who refuse to change their role and
life as a student and consequently, their brands and possessions. Hence, maintaining brand
relationships is partly due to strong identification with the old student role, and/or the refusal
to adopt the new role. These results support Davies et al.’s (2010) argument that people, who
are not ready to incorporate a new role, have difficulty to consume for the new role. However,
brand relationships that last also have other important functions in times of transition. Most of
them are love brands and close companions that provide structure and stability in turbulent
times (Fournier, 1998). Those brands are mostly private (Richins 1994) and serve to support
important facets of consumers’ selves throughout their lives.
Individuals, who change their roles from student to professional, change their identity and
lifestyles considerably by acquiring new brands that are considered stereotypical for the new
20
role. Graduates in transition often exaggerate new role-conform consumption for mainly two
reasons. First, and corroborating previous findings (Solomon 1983; Schouten 1991;
Burke/Stets 2009), new brands are acquired in an attempt to diminish social risk and personal
insecurity. Second, some individuals experience this time as very positive and exciting and
buy new brands in anticipation of their first salary and their new role. The meaning of these
new brand relationships differs, though. Graduates, who are excited about their life changes,
buy brands they aspire to own, whereas insecurity leads to purchases even at the expense of
one’s aesthetic taste. In both cases, newly acquired brands are mostly public brands to show
conformity with the anticipated future role.
Whereas most researchers agree that individuals consume brands that fit their current or
desired identity (Fournier 1998; Gröppel-Klein/Steinhauser 2011), this study shows that
consumers also like ambivalent brands in times of transition. Corroborating Ahuvia’s (2005)
study, students consume liminal brands in liminal times to solve self conflicts through
compromise or synthesis. Liminal brands are ambivalent and thus able to fulfil dual roles.
They are neither-nor; in between; and both; a perfectly transient concept that frees individuals
from role ambiguity.
The marketing implications of this study are manifold. Mathur et al. (2003) maintained
that transition situations can serve as valuable basis of market segmentation and positioning.
Students and graduates in their liminal phase to professional life are specifically looking for
brands that hold ‘professional’ characteristics or carry meanings, which are associated with
professional life. Marketers may use this to attract new customers, by targeting the group of
graduates and positioning the brand clearly as a brand for young professionals. The empirical
study also indicates that consumers are less likely to change brands they love and feel
acquainted with. Thus, managers can successfully position their brands as providing stability
in life, which is even more valued in times of transition. Individuals in liminality also like to
use brands with ambiguous characteristics like themselves, relating to dual roles. Depending
on the brand’s core characteristics it might be positioned accordingly and provide consumers
with a ‘one size fits all’ solution. Overall, brands serve as helpers and supporters when
consumers are ‘on transit’; it is the marketers’ responsibility to deliver these values.
21
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