Abstract
This study addresses the issue of conspicuous consumption among the British and Indian consumers, focusing on the psychological and brand antecedents, using the context of alcoholic beverages while employing a cross-sectional, surveybased methodology. The findings suggest that in both countries psychological and brand antecedents are of crucial importance among consumers in influencing their conspicuous consumption.
| Original language | English |
|---|---|
| Title of host publication | Asia-Pacific Advances in Consumer Research |
| Publisher | ACM |
| Pages | 16-18 |
| Number of pages | 3 |
| Volume | 8 |
| Publication status | Published - 2009 |
Keywords
- conspicuous consumption
- luxury branding
- psychological antecendents
- alcoholic beverages
- United Kingdom
- India