Conspicuous consumption in cross-national context: psychological and brand antecedents

Paurav Shukla, Ekta Shukla, Sangeeta Sharma

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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 languageEnglish
Title of host publicationAsia-Pacific Advances in Consumer Research
PublisherACM
Pages16-18
Number of pages3
Volume8
Publication statusPublished - 2009

Keywords

  • conspicuous consumption
  • luxury branding
  • psychological antecendents
  • alcoholic beverages
  • United Kingdom
  • India

Fingerprint Dive into the research topics of 'Conspicuous consumption in cross-national context: psychological and brand antecedents'. Together they form a unique fingerprint.

Cite this