 What shapes adolescents’ attitudes toward luxury brands? The role of self-worth, self-construal, gender and national cultureAysen Bakir, Elodie Gentina and Luciana de Araújo Gil Journal of Retailing and Consumer Services, 2020, vol. 57, issue C Abstract: The main growth of the luxury market comes from Generation Z. This study addresses the research gap on the effects of adolescents’ self-construal and contingencies of self-worth (CSW), both extrinsic (social approval and competition) and intrinsic (family support and virtue), on their attitudes toward luxury brands across cultures. The results show that extrinsic domains of CSW (competition and social approval) are associated with more pronounced attitudes toward luxury brands. In contrast, the intrinsic domains of CSW (virtue) are associated with weaker attitudes toward luxury brands. Our model also investigates the effect of two moderators: national culture and gender. This research samples 1087 teenage consumers (343 French, 357 American, and 387 Chilean teens). The paper highlights the contributions of the findings to luxury research, and illustrates their practical value for luxury companies interested in targeting Generation Z from different cultures. Keywords: Adolescence; Luxury brands; Contingencies of self-worth; Individualism-collectivism; National culture; Self-construal (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:57:y:2020:i:c:s0969698919311671 DOI: 10.1016/j.jretconser.2020.102208 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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