Conspicuous Consumption in Cross-national Context: Psychological and Brand Antecedents

Shukla, Paurav, Shukla, Ekta and Sharma, Sangeeta (2009) Conspicuous Consumption in Cross-national Context: Psychological and Brand Antecedents In: Asia-Pacific Advances in Consumer Research, 2-5 Jan 2009, Hyderabad, India.

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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, survey-based methodology. The findings suggest that in both countries psychological and brand antecedents are of crucial importance among consumers in influencing their conspicuous consumption. However, the variables differ in their importance. The findings provide marketers an opportunity to engage with consumers by coupling the right mix of standardization and customization. The study is first of its kind explicitly investigating the conspicuous consumption in a cross-national context.

Item Type: Contribution to conference proceedings in the public domain ( Full Paper)
Uncontrolled Keywords: Conspicuous consumption, psychological antecedents, brand antecedents, cross-national research
Subjects: N000 Business and Management > N500 Marketing > N560 Promotion and Advertising
N000 Business and Management > N500 Marketing > N550 International Marketing
N000 Business and Management > N500 Marketing > N510 Market Research
Faculties: Brighton Business School > Marketing Research Group
Depositing User: Paurav Shukla
Date Deposited: 02 Nov 2009
Last Modified: 23 Sep 2010 17:23
URI: http://eprints.brighton.ac.uk/id/eprint/6377

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