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RESEARCH PRODUCT
Clothing Style, Music, and Media Influences on Adolescents’ Brand Consumption Behavior
Anne-marie LebrunKhafid BadaouiPatrick Bouchetsubject
MarketingConsumption (economics)Generation ybusiness.industryClothingbusinessPsychologySocial psychologyApplied PsychologyGroup identificationStyle (sociolinguistics)description
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. C � 2012 Wiley Periodicals, Inc.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2012-07-05 | Psychology & Marketing |