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

Paurav Shukla, Ekta Shukla, Sangeeta Sharma

Research output: Chapter in Book/Conference proceeding with ISSN or ISBNConference contribution with ISSN or ISBNpeer-review


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.
Original languageEnglish
Title of host publicationAsia-Pacific Advances in Consumer Research
Publication statusPublished - 2009
EventAsia-Pacific Advances in Consumer Research - Hyderabad, India
Duration: 1 Jan 2009 → …


ConferenceAsia-Pacific Advances in Consumer Research
Period1/01/09 → …


  • Conspicuous consumption, psychological antecedents, brand antecedents, cross-national research


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