The rise of inconspicuous consumption
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Wilson, Jonathan, Eckhardt, Giana and Belk, Russell (2013) The rise of inconspicuous consumption. In: European Conference of the Association of Consumer Research 2013, 4-7 Jul 2013, Barcelona, Spain. (Unpublished)
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Official URL: http://www.acrweb.org/eacr/Conference/program.aspx
Abstract
Inconspicuous consumption – where brand signals are not readily apparent, available or visible to most consumers – is on the rise, even in Asia, which has typically favored conspicuous brand signaling. This appears to be an oxymoron which challenges conventional branding theory; we argue it’s redefining constructs such as luxury and class.
| Item Type: | Conference or Conference Paper (Paper) |
|---|---|
| Additional Information: | [1] Presented under strand 5.3: Stigma, Mortality, and the Economy. |
| Uncontrolled Keywords: | branding, luxury brands, luxury, class, Asia, conspicuous consumption, inconspicuous consumption, consumer culture theory, brand culture |
| Subjects: | H Social Sciences > HF Commerce |
| Faculty / Department / Research Groups: | Faculty of Business > Department of Marketing, Events & Tourism |
| Related URLs: | |
| Last Modified: | 14 Oct 2016 09:26 |
| URI: | http://gala.gre.ac.uk/id/eprint/10855 |
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