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¡@¡@In recent years, the merchandise of trendy brand is very popular. People talking about the trendy brand phenomena in newspaper and magazines, but in fact we lack the studies about the trendy brand consumer. Actually it is difficult to get the benefit from the trend if the enterprises lack the trendy brand knowledge. The purpose of this study is to understand the reason why the teenagers love these trendy brands, and what is the teenagers¡¦ affection. At last this study hopes to confirm the situation and position of the trendy brand phenomena by understanding the past teenage subcultures. ¡@¡@The past reports and studies most describe the trendy brand phenomenon, so the study uses focus group to understand the trendy brand consumers¡¦ behaviors deeply and examines the focus group results by on-line questionnaire in order to achieve the purpose of understanding the trendy brand consumers. According to the results of focus group, the trendy brand users have lots of ways to be classified. The most popular way is that the brand founder is artiste or not, so the study classifies teenagers into three groups. These groups include ¡§loving artiste trendy brand group,¡¨ ¡§loving normal designer trendy brand group,¡¨ and ¡§loving both artiste and normal designer trendy brand group.¡¨ In addition, the study find five main motivations behind teenagers love these trendy brands. These motivations include ¡§actual self-congruity,¡¨ ¡§ideal self-congruity,¡¨ ¡§identification influence,¡¨ ¡§vicarious learning,¡¨ and ¡§need for uniqueness.¡¨ And the teenagers¡¦ affection also can classify into positive and negative affection. At last the study find the factors forming these teenage subcultures in the literature and confirms the phenomenon of trendy brand is one of teenage subcultures.

Proefschrift--Universiteit van Amsterdam, 2002. / Bibliogr. p. 357-371.

Thesis (M.A.)--Virginia Polytechnic Institute and State University, 1988. / Vita. Abstract. Includes bibliographical references (leaves 113-118). Also available via the Internet.

Th. doct.--University of Stockholm, 2003. / Bibliogr. p. 163-178.

Thesis (Ph. D.)--University of Texas at Austin, 2003. / Vita. Includes bibliographical references. Available also from UMI Company.

Thesis (M.A.)--Washington State University, 2003. / Includes bibliographical references (p. 61-62) and filmography (p. 63-64). Also available in an online multimedia version.

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