Correspondence regarding this article should be sent to: Khafid Badaoui, Laboratoire SPMS (EA4180), Faculté des Sciences du Sport, Université de Bourgogne, bureau 138, Campus Montmuzard, BP 27877, 21078 Dijon cedex, France (email@example.com).
Clothing Style, Music, and Media Influences on Adolescents’ Brand Consumption Behavior
Version of Record online: 5 JUL 2012
© 2012 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 29, Issue 8, August 2012
How to Cite
Badaoui, K., Lebrun, A.-M. and Bouchet, P. (2012), Clothing Style, Music, and Media Influences on Adolescents’ Brand Consumption Behavior. Psychol. Mark., 29: n/a. doi: 10.1002/mar.20544
- Issue online: 5 JUL 2012
- Version of Record online: 5 JUL 2012
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.