Signalling Effects in Luxury Consumption
This paper develops and tests on a random sample of 431 consumers a model explaining the signalling effects of luxury consumption. The model explains how the independent and inter-dependent self-concepts drive different types of luxury consumption (effects). These effects are postulated to be mediated by a number of consumer traits. Three forms of luxury buying behaviours are examined: the Bandwagon, Snob and Veblen effect. The findings provide strong support to the postulated relationships and determine the relative importance for each antecedent in the models. The results can be useful to academics and practitioners in various luxury sectors in several ways.
Minas Kastanakis and George Balabanis (2011) ,"Signalling Effects in Luxury Consumption", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 537-539.
Minas Kastanakis, ESCP Europe
George Balabanis, Cass Business School
E - European Advances in Consumer Research Volume 9 | 2011
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