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.
- brand marketing
ASJC Scopus subject areas
- Business, Management and Accounting(all)