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RESEARCH PRODUCT

The influence of personal and social identity on the clothing consumption of adolescents

Patrick BouchetKhafid BadaouiChe-jen SuAnne-marie Lebrun

subject

MarketingConsumption (economics)Public Administrationbusiness.industry05 social sciencesSocializationIdentity (social science)Sample (statistics)ClothingManagement of Technology and Innovation0502 economics and business050211 marketingThe Conceptual FrameworkProduct (category theory)Business and International ManagementSocial identity theorybusinessPsychologySocial psychology050203 business & management

description

We consider the influence of personal and social identity among adolescents on the importance they attach to clothing products and brands. The conceptual framework includes more conventional variables such as socialization (family, peers, media, and celebrities) and individual characteristics (gender and grade level). Based on a sample of 1,596 French high school adolescents, our results highlight: (i) the influence of identity on the importance attached to product and brand; (ii) the mediating effects of personal and social identities; and (iii) the moderating effects of gender and grade level. We conclude with an analysis of theoretical contributions, practical implications, and future research directions. Copyright © 2016 ASAC. Published by John Wiley & Sons, Ltd.

yearjournalcountryeditionlanguage
2016-08-17Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration
https://doi.org/10.1002/cjas.1397