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.

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.

A tour leader (TL) is a first-line service provider whose performance shapes a tourist's experience and satisfaction during a journey. We examine the moderating effects of the self-monitoring level of group package tour members on the relationship between the use of impression management (IM) tactics by TLs and tourists' subsequent job performance ratings (PRs) of a TL. Data from 485 responses of tourists from 59 outbound tour groups in Taiwan revealed that TLs' use of positive IM tactics -that is, ingratiation, selfpromotion, and exemplification -is positively related to tourists' PRs. In contrast, their use of non-positive IM tactics -that is, supplication and intimidation -is negatively related to tourists' PRs. Furthermore, tourists' self-monitoring appears to weaken the effects of supplication and intimidation on their PRs. We also found that tourists' level of self-monitoring is a stronger moderator when TLs use supplication than when they use other tactics.

L’objet de cette recherche est de montrer l’ intérêt académique et managérial des théories psychosociales pour comprendre les styles vestimentaires des adolescents. Au-delà des approches marketing et sociologiques, il s’agit de mettre en évidence l’apport des théories de l’identité sociale (T.I.S.) (Tajfel et Turner, 1979) et de l’autocatégorisation (T.A.C.) (Turner et al. , 1987) afin d’identifier les principaux facteurs d’influence liés à la construction identitaire de ces jeunes au regard de leur choix de style et/ou de consommation de produits et de marques d’habillement. Une démarche qualitative sur un corpus discursif issu d’entretiens et de forums on-line d’adolescents a été mobilisée. Les résultats montrent que les dimensions sociales surtout et personnelles influencent l’appartenance à un style vestimentaire, celui-ci se matérialisant en termes de bricolage « cohérent » de produits et/ou de marques de textile variées. De cette recherche émergent des préconisations pertinentes de cross-merchandising pour les professionnels des marques et des enseignes du marché du textile-habillement en termes de gammes larges et de lignes de produits profondes.