Impact of self on attitudes toward luxury brands among Ho Chi Minh City teens: in case of luxury shoes
Abstract
Adolescence is usually a complex, transitory period that includes rapid
biological, social, and cognitive growth (Gil et al., 2012). The transition period from
childhood to adult, between 14 and 18 years old, teenagers have to deal with various
issues like individual identity, social connection (Gulland, 2006), and forming and
adapting behavioral manner to cope with a new phase of their lives (Steinberg, 1993).
This study aims to understand the impact of social consumption motivation
and materialism on the interest of teenagers toward purchasing luxury brands; and to
identify how self-concept clarity has influence on social consumption motivation, or
whether peer-pressure can adjust the relationship. The study provides a new
perspective of the self-concept clarity on attitudes of teenagers in understanding the
importance of teenager‘s consumer behavior toward luxury brands. Total sample is
consisted of 453 teenagers between ages of 12 to 18 living in Ho Chi Minh City.
Structural equation modeling (SEM) is exploited to test hypotheses along with
adaptation of moderation method of Little el.al.,(2006). Results indicate that
materialism has a very strong influence on the positive attitude of teenagers on luxury
brands. The teenagers have more cloudy self-concept will be effected by social
consumption motivations.
Key words: Consumer behavior; Ho Chi Minh City; luxury brands; self;
teenagers