Determinants of Adolescents' Brand Sensitivity to Clothing

Abstract

The objective of this research was to better understand the interest of adolescents in clothing brand names and to ascertain how different psychological, social, and socioeconomic variables explained variance in their brand sensitivity. Multiple linear regression analysis revealed that susceptibility to peer influence, gender, fashion innovativeness, consumer competence, self‐esteem, brand importance for father, and age were significantly related to brand sensitivity.

Development of a brand image scale and the impact of lovemarks on brand equity

“…Additionally, female consumers more than male consumers appear to be more interested in clothing and fashion (Beaudoin & Lachance, 2006;Haynes, Burts, Dukes, & Cloud, 1993). Based on these findings, the present study posits:…”

“…Recent empirical studies (Beaudoin et al, 2003;Beaudoin & Lachance, 2006) have examined the relationship between fashion innovativeness and brand sensitivity.…”

“…Demographic (e.g., age and gender) and psychographic characteristics (e.g., shopping styles and opinion leadership) have been found to affect search behavior and brand preference/choice (e.g., Beaudoin & Lachance, 2006;Beaudoin, Lachance, & Robitaille, 2003;Hogg, Bruce, & Hill, 1998;Nysveen, Pedersen, & Thorbjørnsen, 2005).…”

“…For instance, female consumers are more likely than male consumers to search for product information (Darley & Smith, 1995;Meyers-Levy, 1988Meyers-Levy & Maheswaran, 1991) and have higher interest in brands (Beaudoin & Lachance, 2006;Beaudoin et al, 2003). On average, female consumers are more fashion innovative than 6 male consumers (Beaudoin et al, 2003;Behling, 1992;Goldsmith, Stitch, & White, 1987).…”

Brand relationships and risk: influence of risk avoidance and gender on brand consumption

“…Other research (that did not examine risk related to purchasing apparel) found that women (compared with men) are more open to uncertain and unstructured contexts (Maio & Esses, 2001;Washburn, Smith, & Taglialatela, 2005), are disinclined to take risks (e.g., Wagner, 2001) or that men and women did not differ in tendency for risk taking (e.g., Maxfield et al 2010). Research has found that women score higher than men on brand sensitivity (Beaudoin & Lachance, 2006;Warrington & Shim, 2000) and brand consciousness (Workman & Lee, 2013).…”