Teenagers’ friendship groups and fashion brands: A group socialisation approach

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Yalkin Kucukyilmaz Ç., Elliott R.

European Marketing Academy Conference, Athens, Greece, 23 - 26 May 2006, vol.35, pp.5, (Summary Text)

  • Publication Type: Conference Paper / Summary Text
  • Volume: 35
  • City: Athens
  • Country: Greece
  • Page Numbers: pp.5
  • Middle East Technical University Northern Cyprus Campus Affiliated: No

Abstract

Using a mixed methods approach, this study explores adolescent girls’ friendship

groups from a consumption-group point of view and disentangles the dynamics

related to girls’ decision-making regarding brands and to their attitudes toward brands

and consumption. In particular, this research focuses on how adolescent girls gather

information, form attitudes and judgments regarding fashion clothing, how they make

their respective consumption decisions; and what they think about consumption. The

key components of this research are female adolescent friendship group behaviour,

consumption of fashion brands, and individual differences such as self-consciousness,

fashion-involvement, materialism, and fashion consciousness.