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The rise of inconspicuous consumption

The rise of inconspicuous consumption

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 (Unpublished)

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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 / School / Research Centre / Research Group: Faculty of Business > Department of Marketing, Events & Tourism
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Last Modified: 14 Oct 2016 09:26

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