Impact of self on attitudes toward luxury brands among teens

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

    Research output: Contribution to journalArticlepeer-review

    76 Citations (Scopus)


    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.
    Original languageEnglish
    Pages (from-to)1425-1433
    Number of pages9
    JournalJournal of Business Research
    Issue number10
    Early online dateNov 2011
    Publication statusPublished - Oct 2012


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