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

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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

언어ENG
URLhttps://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)

초록

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.

키워드

luxury fashion brand global marketplace fashion firms clothing product teenagers

저자

Elodie Gentina(SKEMA Business School – Université de Lille)
L. J. Shrum(HEC Paris)
Tina M. Lowrey(HEC Paris)

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