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Teen attitudes toward luxury fashion brands from a social identity perspective: A cross-cultural study of French and U.S. teenagers Elodie Gentina a ,⁎, L.J. Shrum b , Tina M. Lowrey b a SKEMA Business School, Université de Lille, MERCUR Research Center, France b HEC Paris, 1 Rue de la Libération, 78351 Jouy-en-Josas, France

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Article history: Received 1 August 2015 Received in revised form 1 February 2016 Accepted 1 April 2016 Available online 7 June 2016

The global teen market has significant spending power and is an important factor in the world economy. How- ever, little is known about the social motivations underlying attitudes toward luxury fashion brands during ad- olescence. This research investigates the social mechanisms underlying teenage attitudes toward luxury fashion brands in a cross-cultural context. In a study of 570 French and American adolescents, this research shows that both need for uniqueness and susceptibility to influence relate positively to attitudes toward luxury brands, and that fashion innovativeness mediates these relations. This research also shows that culture moder- ates these relations. Specifically, the mediated relations between need for uniqueness and luxury brand attitudes are stronger for American adolescents than for French adolescents. In contrast, the mediated relations between susceptibility to influence and luxury brand attitudes are stronger for French adolescents than for American ad- olescents. The results have implications for strategies luxury retailers develop for appealing to adolescents in dif- ferent cultures.

© 2016 Elsevier Inc. All rights reserved.

Keywords: Adolescence Luxury retailing Cross-cultural consumer behavior Fashion innovativeness Need for uniqueness Susceptibility to peer influence

Journal of Business Research 69 (2016) 5785–5792

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Journal of Business Research

Elodie Gentina L.J. Shrum Tina M. Lowrey

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