Forms of inconspicuous consumption
Abstract
Inconspicuous consumption – whereby brand signals are subtle, or not easily visible, to most consumers and the overt display of social status is sidestepped – is on the rise, even in China, which has typically favoured conspicuous brand signalling. Research on luxury brands tends to focus on conspicuous consumption, and few studies have explored the ways in which Chinese consumers use Chinese luxury brands in inconspicuous ways. This study...
Paper Details
Title
Forms of inconspicuous consumption
Published Date
Jun 2, 2017
Journal
Volume
17
Issue
4
Pages
491 - 516
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