The purpose of this paper is twofold. First, the authors developed a structural equation model based on a modification of the theory of reasoned action (TORA) in order to explore the integrated effect of the personal norm, personal values, attitudes and reference groups on brand purchasing behavior. Second, the postulated relationships are empirically tested with help of a survey of 241 adolescent consumers providing data for analysis. Nike and Adidas athletics shoes functioned as the concrete objects of the empirical study, whereby the study focused in particular on explaining brand purchasing behavior as this related to Nike. Hence, Nike serves as the referent brand. In contrast to this, Adidas was used to register the influence of a competing brand on the relevant components of the model.