KOREASCHOLAR

THE ROLE OF ASSIMILATION AND INDIVIDUATION IN TEEN ATTITUDES TOWARD LUXURY FASHION BRANDS: A CROSS-CULTURAL STUDY

Elodie Gentina, L. J. Shrum, Tina M. Lowrey
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/299268
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
pp.172-177
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

A survey of 570 adolescents reveal that attitudes toward luxury fashion brands rely on a balance between desires for assimilation (i.e., susceptibility to peers’ influence) and individuation (i.e., need for uniqueness); innovativeness mediates these relationships and culture plays a moderated mediation effect.

Keyword
luxury fashion brandglobal marketplacefashion firmsclothing productteenagers
Author
  • Elodie Gentina(SKEMA Business School – Université de Lille)
  • L. J. Shrum(HEC Paris)
  • Tina M. Lowrey(HEC Paris)