Impact of self on attitudes toward luxury brands among teens

Luciana A. Gil; Kyoung-Nan Kwon; Linda K. Good; Lester W.Johnson

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Impact of self on attitudes toward luxury brands among teens

机译：自我对青少年对奢侈品牌态度的影响

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The main purpose of this study is to increase understanding of teenagers' self perception on attitudes toward luxury brands. The study investigates how social consumption motivations affect teenagers' attitudes toward luxury brands, how teens' self concepts can influence social consumption motivations, and whether peer pressure affects this relationship. The study also examines the effects of materialism on teenagers' social consumption motivations and attitudes toward luxury brands. The total sample consisted of 558 teenagers between the ages of 12 and 19 (grades 7 through 12). Hypotheses were tested using structural equation modeling. This study demonstrates that materialistic orientation is a powerful force in developing positive attitudes toward luxury brands. Teenagers who have clear versus cloudy self-beliefs have a strong tendency to resist social motivations to consume because the clearer they are about themselves, the less they attend to external sources and stimuli.

机译：这项研究的主要目的是增进对青少年对奢侈品牌态度的自我理解。该研究调查了社会消费动机如何影响青少年对奢侈品牌的态度，青少年的自我观念如何影响社会消费动机以及同伴压力是否影响这种关系。该研究还考察了唯物主义对青少年社会消费动机和对奢侈品牌态度的影响。样本总数为558名12至19岁（7至12年级）的青少年。使用结构方程模型对假设进行了测试。这项研究表明，唯物主义取向是培养对奢侈品牌持积极态度的强大力量。拥有清晰自我和模糊自我信念的青少年很容易抵制社会消费动机，因为他们对自己的了解越清晰，他们对外部资源和刺激的关注就越少。

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《Journal of Business Research》 |2012年第10期|p.1425-1433|共9页
作者
Luciana A. Gil; Kyoung-Nan Kwon; Linda K. Good; Lester W.Johnson;
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作者单位

Nanyang Business School, Nanyang Technological University, 50 Nanyang Avenue, 639798, Singapore;

College of Business Administration, Ajou University, San 5 Wonchun-Dong Youngton-Gu, Suwon 443- 749, Republic of Korea;

College of Business Administration, Ajou University, San 5 Wonchun-Dong Youngton-Gu, Suwon 443- 749, Republic of Korea;

Melbourne Business School, The University of Melbourne, 200 Leicester St, Carlton, Victoria 3053, Australia;

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原文格式 PDF
正文语种 eng
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关键词
consumer behavior; teenagers; luxury brands; self;

机译：消费者行为;青少年;奢侈品牌;自;

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5. Analysing the Impact of Luxury Fashion Brands' Firm-Generated Content on Consumer's Attention, Attitudes and Purchase Intention in China, and the Moderating Effects of Involvement [D] . Yao, Yao. 2021

机译：分析奢侈品时尚品牌企业生成内容对消费者注意力，态度和购买意图的影响，以及参与的调节效果
6. Psychological switching mechanism of consumers luxury and non-luxury brand attitude formation: the effect of store location prestige and self-congruity [O] . Ken Kumagai, Shinya Nagasawa 2019

机译：消费者奢侈品和非奢侈品品牌态度形成的心理转换机制：商店位置信誉和自我一致性的影响
7. La banalisation du luxe (Democratization of luxury) Abstract : La plupart des achats pratiqués sont effectués par des clients occasionnels, ce qui a conduit les entreprises à s’adapter par une nouvelle stratégie. En effet, suite à l’intensification de la concurrence et à la concentration du secteur qui engendrent une contrainte de rentabilité immédiate, mais aussi en raison des impératifs nouveaux du marché, les maisons de luxe se voient obligées d’élargir leur offre afin d’ajouter à une clientèle dite traditionnelle une clientèle plus vaste. Dès lors, le secteur du luxe est progressivement passé d’une logique d’offre où seul un nombre restreint de personnes était ciblé, à une politique d’offre où des professionnels du marketing étudient la demande du marché afin d’orienter la production des biens vers un marché de masse. La banalisation est une problématique capitale et décisive car les maisons de luxe doivent préserver leur image de marque tout en élargissant leur clientèle : elles s’efforcent de créer et de pérenniser leurs marques, sans jamais oublier qu’une marque ne peut pas s’associer à n’importe quel objet, sous peine de menacer l’ensemble de ses représentations. Par conséquent, chaque nouveau produit présente un risque pour la gamme toute entière, d’où le risque d’une erreur stratégique par le choix de la banalisation. Le danger est de voir la clientèle aisée se tourner vers d’autres grands noms pratiquant toujours cet esprit d’élitisme qui caractérise le « luxe ». The luxury market is no longer reserved for an elite as its evolution over the last fifteen years clearly indicates. Luxury goods companies have been forced to adapt and resort to new strategies to take into account the fact that most purchases are now made by occasional clients. The keen competition and the on-going concentration in that sector – with the resulting short term profitability constraints - together with the new market conditions, have forced luxury goods companies to broaden their offer so as to add new customers to their traditional base. As a consequence, the luxury market has progressively moved away from an offer-driven logic – targeting a small number of people – in favor of an offer-based policy with marketing professionals studying market demand so as to direct the production of goods towards mass production. The democratization of luxury constitutes a major challenge for those companies which must preserve their image while broadening their customer base: they now strive to create and perpetuate their brand image, without ever forgetting that a brand cannot be associated to just any object, as this might constitute a threat to all its brand representations. Thus every new product constitutes a real threat to the whole range and there is a risk of making a strategic mistake by appealing to the mass market; and there is also a clear danger of seeing affluent customers turn to other great names that still foster this ‘elite spirit’ that characterizes « luxury ». [O] . Eric Vernier, Pierre Ghewy 100

机译：奢侈品的平庸化（奢侈品民主化）摘要：大多数购买都是由休闲客户制作的，这导致公司采用新战略。事实上，随着竞争的加剧和行业的集中导致了盈利的直接制约，而且由于市场的新要求，奢侈品公司被迫扩大其报价以便为所谓的传统客户增加一个更大的客户群。从那时起，奢侈品行业逐渐从以供应为导向的方式转变为只有少数人被定为供应方政策，营销人员正在研究市场需求以指导产品生产。货物进入大众市场。平庸化是一个至关重要且决定性的问题，因为豪宅必须保持其品牌形象，同时扩大其客户群：他们努力创造和延续其品牌，永远不要忘记一个品牌无法联想到在任何威胁他所有陈述的痛苦之下。因此，每个新产品都会带来整个色域的风险，因此通过选择平凡化就会产生战略错误的风险。危险的是看到富有的顾客转向其他仍在实践“豪华”特征的精英主义精神。奢侈品市场不会超过过去15年。奢侈品公司被迫采用新策略来充分利用其客户。由于市场领先的条件，激烈的竞争和该行业的持续集中迫使他们扩大了市场基础。因此，奢侈品市场已经从针对少数人的以报价驱动的逻辑向前发展 - 转而采用基于报价的政策与营销专业人士。对于那些必须在扩大客户群的同时保持形象的公司来说，奢侈品的民主化是一项重大挑战。对其所有品牌代表构成威胁。因此，每一种新产品都会对市场构成威胁，并且有可能通过吸引大众市场来制造战略错误;看到人们涌向那种“奢侈”的精神精神，也存在明显的危险。

Impact of self on attitudes toward luxury brands among teens

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