Abstract
This paper sets out to address the issue of conspicuous consumption among middle age consumers (40-60), focusing on the psychological and brand antecedents, using the context of automobile buying behaviour. Existing literature does not clearly conceptualise psychological and brand antecedent and their effect on conspicuous consumption due to usage of inconsistent measurement techniques and being largely targeted at the youth segment.
| Original language | English |
|---|---|
| Pages (from-to) | 25-36 |
| Number of pages | 12 |
| Journal | Journal of Product & Brand Management |
| Volume | 17 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 2008 |
Keywords
- consumers
- brand marketing