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Clothing Style, Music, and Media Influences on Adolescents’ Brand Consumption Behavior
Author(s) -
Badaoui Khafid,
Lebrun AnneMarie,
Bouchet Patrick
Publication year - 2012
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20544
Subject(s) - clothing , psychology , style (visual arts) , consumption (sociology) , advertising , identification (biology) , sample (material) , social psychology , aesthetics , business , art , visual arts , political science , chemistry , botany , chromatography , law , biology
This research focuses on the influence of clothing style identification on adolescents’ brand consumption behavior. The sample consisted of 1063 adolescents. The results indicated that the clothing brands adolescents prefer depend upon the clothing style with which they are identified. The role of media and music on Generation Y adolescents and on their clothing consumption was confirmed. Adolescents’ group identification and adolescents’ sensitivity to media and music vary according to their clothing styles. These data can be employed by firms to develop brands strategies.