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Teen attitudes toward luxury fashion brands from a social identity perspective: A cross-cultural study of French and U.S. teenagers

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  • Gentina, Elodie
  • Shrum, L.J.
  • Lowrey, Tina M.

Abstract

The global teen market has significant spending power and is an important factor in the world economy. However, little is known about the social motivations underlying attitudes toward luxury fashion brands during adolescence. This research investigates the social mechanisms underlying teenage attitudes toward luxury fashion brands in a cross-cultural context. In a study of 570 French and American adolescents, this research shows that both need for uniqueness and susceptibility to influence relate positively to attitudes toward luxury brands, and that fashion innovativeness mediates these relations. This research also shows that culture moderates these relations. Specifically, the mediated relations between need for uniqueness and luxury brand attitudes are stronger for American adolescents than for French adolescents. In contrast, the mediated relations between susceptibility to influence and luxury brand attitudes are stronger for French adolescents than for American adolescents. The results have implications for strategies luxury retailers develop for appealing to adolescents in different cultures.

Suggested Citation

  • 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.
  • Handle: RePEc:eee:jbrese:v:69:y:2016:i:12:p:5785-5792
    DOI: 10.1016/j.jbusres.2016.04.175
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    References listed on IDEAS

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    Cited by:

    1. Srivastava, Abhinav & Mukherjee, Srabanti & Jebarajakirthy, Charles, 2020. "Aspirational consumption at the bottom of pyramid: A review of literature and future research directions," Journal of Business Research, Elsevier, vol. 110(C), pages 246-259.
    2. Shao, Wei & Grace, Debra & Ross, Mitchell, 2019. "Consumer motivation and luxury consumption: Testing moderating effects," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 33-44.
    3. Stathopoulou, Anastasia & Balabanis, George, 2019. "The effect of cultural value orientation on consumers' perceptions of luxury value and proclivity for luxury consumption," Journal of Business Research, Elsevier, vol. 102(C), pages 298-312.
    4. Novik, Veranika & Pinto, PatrĂ­cia & Guerreiro, Manuela, 2017. "Analysis Of The Attachment-Aversion Model Of Consumer-Brand Relationships In A Different Cultural Background," Journal of Spatial and Organizational Dynamics, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 5(3), pages 278-295.
    5. Ko, Eunju & Phau, Ian & Aiello, Gaetano, 2016. "Luxury brand strategies and customer experiences: Contributions to theory and practice," Journal of Business Research, Elsevier, vol. 69(12), pages 5749-5752.
    6. Regina Burnasheva & Yong GuSuh & Katherine Villalobos-Moron, 2019. "Factors Affecting Millennials’ Attitudes toward Luxury Fashion Brands: A Cross-Cultural Study," International Business Research, Canadian Center of Science and Education, vol. 12(6), pages 69-81, June.
    7. 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.
    8. de Kerviler, Gwarlann & Rodriguez, Carlos M., 2019. "Luxury brand experiences and relationship quality for Millennials: The role of self-expansion," Journal of Business Research, Elsevier, vol. 102(C), pages 250-262.
    9. Shao, Wei & Grace, Debra & Ross, Mitchell, 2019. "Investigating brand visibility in luxury consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 357-370.

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