Conspicuous consumption among middle age consumers: psychological and brand antecedents

Paurav Shukla

doi:10.1108/10610420810856495

Conspicuous consumption among middle age consumers: psychological and brand antecedents

Paurav Shukla

GCU London

Research output: Contribution to journal › Article › peer-review

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	https://doi.org/10.1108/10610420810856495
Publication status	Published - 2008

Keywords

consumers
brand marketing

Documents and Links

10.1108/10610420810856495

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