Examining the Role of Family Structure on Brand Deprivation Stress; Mediation of Social Anxiety and Social Identity

Abstract

The present research aims to investigate the role of family structure on brand deprivation stress, mediation of social anxiety, and social identity among youth. This applied research is a descriptive-survey in terms of data collection method. The statistical population of the present study is students aged 18-29 years at Yazd University. 344 questionnaires were collected through available
sampling. The data was collected through a 52-item questionnaire with a 5-point Likert scale online through the Press Line website. SPSS and Amos23 software were used for data analysis. The findings show that increasing family cohesion increases social identity and reduces the stress of brand deprivation. Besides, with the increase in social identity, social anxiety decreases, which also causes the reduction of brand deprivation stress. Therefore, people should enter social situations without fear of criticism, rejection, or evaluation of others, acknowledge themselves as valuable human beings, and avoid feeling worthless or anxious if they do not have a distinct brand.