Conspicuous consumption among middle age consumers: psychological and brand antecedents

Paurav Shukla

Research output: Contribution to journalArticle

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 languageEnglish
Pages (from-to)25-36
Number of pages12
JournalJournal of Product & Brand Management
Volume17
Issue number1
DOIs
Publication statusPublished - 2008

Keywords

  • consumers
  • brand marketing

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