Izvorni znanstveni članak
Can You Judge a Book by Its Cover? – Adolescents' Self-Concept and Consumer Involvement in Clothing Brands
Jasna JUSTINIĆ
; Zagrebačka banka d. d., Zagreb
Gordana KUTEROVAC JAGODIĆ
; Filozofski fakultet, Zagreb
Sažetak
The aim of this study was to explore the relationship among
dimensions of self-concept and antecedents of consumer
involvement in clothing brands. In addition, differences in
self-concept and consumer involvement regarding sex, age
and participants' family income as well as characteristics of
adolescents’ consumer behaviour were examined.
Participants were 1st and 4th grader high school students (N=316). Since the correlations between dimensions of self-
-concept and antecedents of consumer involvement in
clothing brands are different regarding sex, age and family
income of participants, the results indicate that the
relationship between self-concept and consumer involvement
is a complex one. Generally, the results support the thesis
that adolescents with high self-esteem are more secure in
their decisions regarding buying brand clothes and less
worried when they make the wrong choice. Age differences
were not found, but the sex differences indicate that boys are
more interested in clothing brands than girls. In addition, it
was shown that adolescents with higher family income get
more pleasure from shopping than adolescents with average
or lower family income. Finally, there are differences in
characteristics of consumer behaviour of adolescents
regarding their sex, age and family income.
Ključne riječi
adolescents; self-concept; consumer involvement; clothing brands
Hrčak ID:
52197
URI
Datum izdavanja:
1.5.2010.
Posjeta: 5.465 *