A Cross-Cultural Comparison of the Impact of Consumers’ Conspicuous Consumption Orientation on Brand Attitude and Purchase Intention

Xia (Linda) Liu, Louisiana State University, USA
Alvin C. Burns, Louisiana State University, USA
HongYan Yu, Sun Yat-Sen University, China
This research compares the impact of conspicuous consumption orientation on brand attitude and purchase intention across individualistic and collectivistic cultures.
[ to cite ]:
Xia (Linda) Liu, Alvin C. Burns, and HongYan Yu (2012) ,"A Cross-Cultural Comparison of the Impact of Consumers’ Conspicuous Consumption Orientation on Brand Attitude and Purchase Intention ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1112-1112.