Investigating the impact of self on attitudes toward luxury brands among teens in Iran

ABSTRACT: The major purpose of this study is to understand the impact of self on attitudes toward luxury brands among Iranian teens. In order to do this, the model presented by Gil et al. (2012) is examined among an Iranian sample. This article investigates the relation of self on social consumption motivation, the moderating role of peer pressure, and the effect of social consumption motivation on attitudes toward luxury brand. Also, the impact of materialism on social consumption motivation and attitudes toward luxury, are examined. This study used a sample of 419 teenagers between the ages of 14 to 19. It is the first time that this effective and powerful group of consumers is the focus of a study in Iranian luxury marketing literature. Structural equation modeling is used to test hypotheses. Results show that there is a negative relation between self concept clarity and social consumption motivation and social consumption motivation relates positively to interest toward luxury brands; also,materialism is an important factor in teenagersʹ attitude toward luxury brands.