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 |
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Title of host publication | Asia-Pacific Advances in Consumer Research |
Publisher | Association for Computing Machinery (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