The impact of attitude functions on luxury brand consumption: an age-based group comparison

Michael Schade*, Sabrina Hegner, Florian Horstmann

*Corresponding author for this work

Research output: Contribution to conferencePaper


The main purpose of this study is to understand the consumption of luxury brands in different age groups. Attitude functions (social-adjustive, value-expressive, hedonic, utilitarian) explain luxury brand consumption among three age groups. A total of 297 respondents between the age of 16 and 59 participated in a survey. Using structural equation modeling, this study shows that the hedonic and utilitarian attitude functions are relevant across all age groups, while the impact of the social functions greatly differs among the target groups. Whereas the social-adjustive function strongly enhances luxury brand purchase behavior of late adolescents (16–25 years), value-expressiveness only impacts the luxury consumption of young adults (26–39 years). The social functions do not determine the acquisition of luxury brands by middle-aged adults (40–59 years).
Original languageEnglish
Number of pages9
Publication statusPublished - 10 Apr 2014
EventMonaco Symposium on Luxury 2014: Proceedings Monaco Symposium on Luxury, Monaco - Monaco, Monaco
Duration: 10 Apr 201411 Apr 2014


ConferenceMonaco Symposium on Luxury 2014

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