Simply showing off? The impact of materialism value on conspicuous comsumption

• Main Authors: Wan Ismail, Wan Nurisma Ayu, Abdul Talib, Asmat Nizam, Zakaria, Norhayati
• Format: Conference or Workshop Item
• Language: English
• Published: 2013
• Subjects: HB Economic Theory
• Online Access: http://repo.uum.edu.my/17961/1/AIBC%202013%20441-449.pdf; http://repo.uum.edu.my/17961/

The global success of the luxury sector was merely a temporary phenomenon in most places.A market report showed that worldwide spending in luxury product rose by 13% in 2010 and 10% in 2011 with emerging market was the biggest contributor.Therefore, it seems that the Asian market for luxury items has not been affected by the overall economic downturn.In fact it is thriving on the affluent market that sells global-branded goods and services. Thus, the key question to be raised here is, ‘In what context, do the Asian market offer a lucrative and luxurious avenue for marketer to sell global branded goods?” If yes, how do materialism value impacts such conspicuous behavior?