Teen attitudes toward luxury fashion brands from a social identity perspective: A cross-cultural study of French and U.S. teenagers

The picture of luxury: A comprehensive examination of college student consumers' relationship with luxury brands

“…Another aspect of external influences illustrated in Table were interpersonal influences (79.4%), with reference groups (71.4%) playing a stronger role than family (38.1%). This is in line with the importance of peer influence for young adults (Eastman et al, ; Gentina et al, ; Kim & Jang, ; Schade et al, ). Finally, culture/subculture played a role (25.4%).…”

“…As illustrated in Table , the college student respondents primarily saw luxury as a means to improve their appearance/health (76.2%). This makes sense given the importance of peers for young adults (Eastman et al, ; Gentina et al, ; Kim & Jang, ; Schade et al, ), self‐presentation motives for college student consumers (Shin et al, ), and the importance of luxury brands strengthening ones' image and identity (Seo & Buchanan‐Oliver, ; Thakur & Kaur, ). Examples of luxury's role in self‐presentation can be seen in the collages as the respondents described how they would like to wear designer suits to work to instill confidence, represent power, and have supreme productivity.…”

“…To extend the results of the current investigation, future researchers may examine other older cohorts, mainly noncollege student population, and further compare similarities and differences in relationships with luxury brands between college student consumers and noncollege student consumers. Past studies, for example, demonstrated that college student consumers were more strongly influenced by social factors than postcollege consumers in luxury brand consumption (Shin et al, ), which was explained by the importance of social influences and the need to fit in for college student consumers (Eastman et al, ; Gentina et al, ; Kim & Jang, ). Therefore, future researchers need to closely examine the differences between college student consumers and noncollege student consumers in terms of how to best reach them and establish long‐term relationships.…”

“…While this growth has been attributed to various factors, among the most notable is the shift to young adult luxury consumers (D'Arpizio, et al, ; Eastman, Iyer, Shepherd, Heugel, & Faulk, ). Young adults represent the fastest growing luxury segment worldwide (Gentina, Shrum, & Lowrey, ; Schade, Hegner, Horstmann, & Brinkmann, ) and fueled 85% of luxury growth in 2017 alone (D'Arpizio et al, ). Young adults (Generations Y and Z) represent 47% of luxury consumers in 2018 and 33% of luxury purchases (D'Arpizio et al, ).…”

When opposites attract? Exploring the existence of complementarity in self‐brand congruence processes

“…Hence, further insights could be revealed about the conditions under which complementarity manifests itself by comparing consumers with independent or interdependent self‐construal. Studies of this kind should take account of the fact that these effects might be moderated by the cultural context and influences in which the consumption behavior is embedded: certain cultures have been shown to exhibit much more susceptibility to interpersonal influence, therefore implying a greater need for deficiency correction or compensatory consumption from complementarity configurations than in other cultures (Gentina, Shrum, & Lowrey, ).…”