Title: The influence of the use of luxury brands and social media on self-expansion in the clothing industry: evidence from Tehran

Authors: Alireza Rokhsari; Saba Ali; Hassan Tanha

Addresses: Sharif University of Technology, Tehran, Iran ' Allameh Tabataba'i University, Tehran, Iran ' Business School, Victoria University, Melbourne, Australia

Abstract: The luxury brand, with its capacity to create different dimensions of the brand experience, effectively strengthens the luxury brand consumer's feeling towards himself. One of these feelings is the sense of self-expansion, which is especially attractive to generation Y; also known as millennials; because, according to their personality traits, they are seeking comprehensive progress. In this research, we have examined the effect of luxury brand experience on the relationship between quality with brand identity. This research's statistical sample comprises 426 men and women aged 21 to 39 sample using luxury clothing brands in Tehran, and the moderating role of the novelty is investigated. They have been categorised in terms of their age, level of education, marital and income status. The finding demonstrates that the variable of self-expansion decreases with the increase in education and age, however; it has a direct relation with the marital status and financial situation.

Keywords: luxury; self-expansion; millennials; brand experience; use of social media.

DOI: 10.1504/IJIMA.2025.148676

International Journal of Internet Marketing and Advertising, 2025 Vol.23 No.3, pp.317 - 339

Received: 14 Feb 2023
Accepted: 16 Jun 2023
Published online: 19 Sep 2025 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article