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

Paurav Shukla; Ekta Shukla; Sangeeta Sharma

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

Paurav Shukla, Ekta Shukla, Sangeeta Sharma

GCU London

Research output: Chapter in Book/Report/Conference proceeding › Conference 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 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

Documents and Links

http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=14889

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KW - alcoholic beverages

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KW - India

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