Odjeća (ne) čini adolescenta: samopoimanje i potrošačka uključenost u kupovinu odjeće sa markom
Can You Judge a Book by Its Cover? – Adolescents' Self-Concept and Consumer Involvement in Clothing Brands

Summary/Abstract: 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.

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