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Impact of self on attitudes toward luxury brands among teens

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  • Gil, Luciana A.
  • Kwon, Kyoung-Nan
  • Good, Linda K.
  • Johnson, Lester W.

Abstract

The main purpose of this study is to increase understanding of teenagers' self perception on attitudes toward luxury brands. The study investigates how social consumption motivations affect teenagers' attitudes toward luxury brands, how teens' self concepts can influence social consumption motivations, and whether peer pressure affects this relationship. The study also examines the effects of materialism on teenagers' social consumption motivations and attitudes toward luxury brands. The total sample consisted of 558 teenagers between the ages of 12 and 19 (grades 7 through 12). Hypotheses were tested using structural equation modeling. This study demonstrates that materialistic orientation is a powerful force in developing positive attitudes toward luxury brands. Teenagers who have clear versus cloudy self-beliefs have a strong tendency to resist social motivations to consume because the clearer they are about themselves, the less they attend to external sources and stimuli.

Suggested Citation

  • Gil, Luciana A. & Kwon, Kyoung-Nan & Good, Linda K. & Johnson, Lester W., 2012. "Impact of self on attitudes toward luxury brands among teens," Journal of Business Research, Elsevier, vol. 65(10), pages 1425-1433.
  • Handle: RePEc:eee:jbrese:v:65:y:2012:i:10:p:1425-1433
    DOI: 10.1016/j.jbusres.2011.10.008
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    References listed on IDEAS

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    Cited by:

    1. Audrin, Catherine & Brosch, Tobias & Chanal, Julien & Sander, David, 2017. "When symbolism overtakes quality: Materialists consumers disregard product quality when faced with luxury brands," Journal of Economic Psychology, Elsevier, vol. 61(C), pages 115-123.
    2. Gentina, Elodie & Shrum, L.J. & Lowrey, Tina M., 2016. "Teen attitudes toward luxury fashion brands from a social identity perspective: A cross-cultural study of French and U.S. teenagers," Journal of Business Research, Elsevier, vol. 69(12), pages 5785-5792.
    3. Jean-Noël Kapferer & Anne Michaut-Denizeau, 2020. "Are millennials really more sensitive to sustainable luxury? A cross-generational international comparison of sustainability consciousness when buying luxury," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 35-47, January.
    4. Ko, Eunju & Megehee, Carol M., 2012. "Fashion marketing of luxury brands: Recent research issues and contributions," Journal of Business Research, Elsevier, vol. 65(10), pages 1395-1398.
    5. Schade, Michael & Hegner, Sabrina & Horstmann, Florian & Brinkmann, Nora, 2016. "The impact of attitude functions on luxury brand consumption: An age-based group comparison," Journal of Business Research, Elsevier, vol. 69(1), pages 314-322.
    6. Michaela Merk & Géraldine Michel, 2019. "The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception," Post-Print hal-02045833, HAL.
    7. Kapferer, Jean-Noël & Valette-Florence, Pierre, 2019. "How self-success drives luxury demand: An integrated model of luxury growth and country comparisons," Journal of Business Research, Elsevier, vol. 102(C), pages 273-287.
    8. Siahtiri, Vida & Lee, Wai Jin (Thomas), 2019. "How do materialists choose prominent brands in emerging markets?," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 133-138.
    9. Farhad Aliyev & Taylan Urkmez & Ralf Wagner, 2019. "A comprehensive look at luxury brand marketing research from 2000 to 2016: a bibliometric study and content analysis," Management Review Quarterly, Springer, vol. 69(3), pages 233-264, September.
    10. Loussaïef, Leïla & Ulrich, Isabelle & Damay, Coralie, 2019. "How does access to luxury fashion challenge self-identity? Exploring women's practices of joint and non-ownership," Journal of Business Research, Elsevier, vol. 102(C), pages 263-272.
    11. Chan, Wing Yin & To, Chester K.M. & Chu, Wai Ching, 2015. "Materialistic consumers who seek unique products: How does their need for status and their affective response facilitate the repurchase intention of luxury goods?," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 1-10.
    12. Merk, Michaela & Michel, Géraldine, 2019. "The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception," Journal of Business Research, Elsevier, vol. 102(C), pages 339-352.
    13. Ko, Eunju & Costello, John P. & Taylor, Charles R., 2019. "What is a luxury brand? A new definition and review of the literature," Journal of Business Research, Elsevier, vol. 99(C), pages 405-413.
    14. Hector Gonzalez-Jimenez, 2017. "The self-concept life cycle and brand perceptions: An interdisciplinary perspective," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 67-84, June.

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    Keywords

    Consumer behavior; Teenagers; Luxury brands; Self;

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