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Conspicuous consumption behavior: Cultural dimensions, implications, and future research

Wan Ismail, Wan Nurisma Ayu and Zakaria, Norhayati and Abdul Talib, Asmat Nizam (2014) Conspicuous consumption behavior: Cultural dimensions, implications, and future research. In: Transcultural Marketing for Incremental and Radical Innovation. IGI Global, pp. 66-77. ISBN 9781466647497

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Demand in the luxury market is consistently growing with the demand from individuals as their buying power increases due to improvements in economic conditions (Kuisma, 2008).In this chapter, the authors present the concept of conspicuous consumption and explore the spread of luxury culture, especially in the Asian countries, since previous studies have tested such phenomena predominantly in Western countries.The spread of the luxury model as suggested by Chadha and Husband (2006) helps to better understand the spread of luxury culture among Asian societies.In the past, many studies have suggested that conspicuous and luxury concepts are related to each other.By examining the conspicuous motivation among consumers, the authors hope to explain why people are motivated to engage with luxury consumption from a cultural theoretical lens, particularly in Asian countries.Finally, they highlight the managerial and theoretical implications, followed by research directions for future transcultural marketing studies.

Item Type: Book Section
Subjects: H Social Sciences > HF Commerce > HF5601 Accounting
Divisions: School of International Studies
Depositing User: Dr. Wan Nurisma Ayu Wan Ismail
Date Deposited: 15 Sep 2015 06:30
Last Modified: 18 Apr 2016 07:50
URI: http://repo.uum.edu.my/id/eprint/15481

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