The objective of this research was to better understand the interest of adolescents in clothing brand names and to ascertain how different psychological, social, and socioeconomic variables explained variance in their brand sensitivity. Multiple linear regression analysis revealed that susceptibility to peer influence, gender, fashion innovativeness, consumer competence, self‐esteem, brand importance for father, and age were significantly related to brand sensitivity.
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Beaudoin et al. (2006) studied this question.
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