Clothing Style, Music, and Media Influences on Adolescents' Brand Consumption Behavior

ABSTRACT 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...

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Published in:Psychology & marketing 2012-08, Vol.29 (8), p.568-n/a
Main Authors: Badaoui, Khafid, Lebrun, Anne-Marie, Bouchet, Patrick
Format: Article
Language:English
Subjects:
Brand preferences
Consumer behavior
Mass media
Millennials
Music
Studies
Teenagers
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description ABSTRACT 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.
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subjects Brand preferences
Consumer behavior
Mass media
Millennials
Music
Studies
Teenagers
title Clothing Style, Music, and Media Influences on Adolescents' Brand Consumption Behavior
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