Article2006

Determinants of Adolescents' Brand Sensitivity to Clothing

105 citations0/0 files storedFamily and Consumer Sciences Research Journal

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Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies Consumer Perception and Purchasing Behavior

Abstract

The objective of this research was to better understand the interest of adolescents in clothing brand names and to ascertain how different psychological, social, and socioeconomic variables explained variance in their brand sensitivity. Multiple linear regression analysis revealed that susceptibility to peer influence, gender, fashion innovativeness, consumer competence, self‐esteem, brand importance for father, and age were significantly related to brand sensitivity.

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References

1965Society and the Adolescent Self-Image 1979A Paradigm for Developing Better Measures of Marketing Constructs 1968Identity : Youth and Crisis. 1968 1983The diffusion of innovations 1969Identity: Youth and Crisis.1985Measuring Consumer Involvement Profiles 1989Measurement of Consumer Susceptibility to Interpersonal Influence 2002Resilience in the Face of Catastrophe: Optimism, Personality, and Coping in the Kosovo Crisis

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2012Gender, Fashion Consumer Groups, and Shopping Orientation 2010Fashion consumer profiles in the Portuguese market: involvement, innovativeness, self‐expression and impulsiveness as segmentation criteria 2013Cyber peers’ influence for adolescent consumer in decision‐making styles and online purchasing behavior 2018Influence of interfirm brand values congruence on relationship qualities in B2B contexts 2021I wear, therefore I am: investigating sneakerhead culture, social identity, and brand preference among men

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