Conspicuous consumption in cross-national context: Psychological and brand antecedents
Conspicuous consumption in cross-national context: Psychological and brand antecedents
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.
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.
16-19
Association of Consumer Research
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Shukla, Ekta
d178ec40-0c40-40f3-ba33-ba0c407de108
Sharma, Sangeeta
b6e47312-0cf2-4600-ab6a-56f4a726a067
31 December 2009
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Shukla, Ekta
d178ec40-0c40-40f3-ba33-ba0c407de108
Sharma, Sangeeta
b6e47312-0cf2-4600-ab6a-56f4a726a067
Shukla, Paurav, Shukla, Ekta and Sharma, Sangeeta
(2009)
Conspicuous consumption in cross-national context: Psychological and brand antecedents.
In,
Association for Consumer Research Proceedings.
(AP - Asia-Pacific Advances in Consumer Research, Volume AP-08)
Association of Consumer Research, .
Record type:
Book Section
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.
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.
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Published date: 31 December 2009
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Local EPrints ID: 429435
URI: http://eprints.soton.ac.uk/id/eprint/429435
PURE UUID: c37ca594-a3dd-44d5-a346-9b3ce0487f04
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Date deposited: 27 Mar 2019 17:30
Last modified: 17 Mar 2024 03:55
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Contributors
Author:
Ekta Shukla
Author:
Sangeeta Sharma
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