The Impact Of Reference Groups On Attitudes Toward Luxury Brands: An Investigation Into The Influence Of Normative And Aspirational Reference Groups On Young Adult Consumer Attitude

Abstract

This study investigated how different reference groups, particularly aspirational and normative groups, impacted the attitude of young adults in relation to luxury goods and brands. A sample of 200 respondents took a survey, and a number of statistical tests were conducted to test the hypotheses and answer the research questions of this study. Paired-sample t-tests proved that normative reference groups, like family and friends, had a far significant effect than aspirational figures, and family, friends had a stronger effect than social media platforms. However, there was no significant difference between how much close friends and celebrities influenced respondents. Nonparametric correlations proved that both aspirational and normative reference group influence and materialistic values were not significantly but positively linked. However, these connections were not statistically significant. A chi-square test proved that there was no statistically significant difference in how frequently respondents reported that celebrities were their key source of influence compared to friends and family. Yet, a Mann–Whitney U test displayed that respondents who found celebrities as their main chief reference group had a much more materialistic attitude toward luxury brands. These results proved that normative effects continue to remain significant in the buying intention, and they also showed how celebrity culture impacts materialism in a broader manner.