Conspicuous consumption behavior: Cultural dimensions, implications, and future research

• Main Authors: Wan Ismail, Wan Nurisma Ayu, Zakaria, Norhayati, Abdul Talib, Asmat Nizam
• Other Authors: Christiansen, Bryan
• Format: Book Section
• Language: English
• Published: IGI Global 2014
• Subjects: HF5601 Accounting
• Online Access: http://repo.uum.edu.my/15481/1/cons.pdf; http://repo.uum.edu.my/15481/; http://doi.org/10.4018/978-1-4666-4749-7.ch003

Demand in the luxury market is consistently growing with the demand from individuals as their buying power increases due to improvements in economic conditions (Kuisma, 2008).In this chapter, the authors present the concept of conspicuous consumption and explore the spread of luxury culture, especially in the Asian countries, since previous studies have tested such phenomena predominantly in Western countries.The spread of the luxury model as suggested by Chadha and Husband (2006) helps to better understand the spread of luxury culture among Asian societies.In the past, many studies have suggested that conspicuous and luxury concepts are related to each other.By examining the conspicuous motivation among consumers, the authors hope to explain why people are motivated to engage with luxury consumption from a cultural theoretical lens, particularly in Asian countries.Finally, they highlight the managerial and theoretical implications, followed by research directions for future transcultural marketing studies.