Conspicuous Consumption and its Relation to Brand Consciousness, Status Consumption and Self-Expression

This paper presents and discusses the results of an empirical research whose objective was to discuss the relationship between the concepts of conspicuous consumption, status consumption and self-expression. For this, we have used the model proposed by Mann and Sahni (2015), which suggests the exi...

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Autores principales:	Bruno Medeiros Assimos, Marcelo de Rezende Pinto, Ramon Silva Leite, Matheus Lemos de Andrade
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2019
Materias:	conspicuous consumption status consumption self expression wedding ceremony Business HF5001-6182
Acceso en línea:	https://doaj.org/article/4d45a4e886844d75b7c7f7a808aff8e4
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spelling	oai:doaj.org-article:4d45a4e886844d75b7c7f7a808aff8e42021-11-11T15:48:07ZConspicuous Consumption and its Relation to Brand Consciousness, Status Consumption and Self-Expression1807-734X10.15728/bbr.2019.16.4.3https://doaj.org/article/4d45a4e886844d75b7c7f7a808aff8e42019-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123062260002https://doaj.org/toc/1807-734XThis paper presents and discusses the results of an empirical research whose objective was to discuss the relationship between the concepts of conspicuous consumption, status consumption and self-expression. For this, we have used the model proposed by Mann and Sahni (2015), which suggests the existence of three fundamental dimensions in the explanation of conspicuous consumption, setting the discussion under the aegis of lifestyle, brand consciousness, consumption of status and self-expression. An online survey was implemented, which generated a database composed of 398 respondents who had attended a marriage ceremony in the last six months. For data analysis, the modeling of structural equations using the PLS approach was used. The results of the study suggest, among other findings, that there is a relatively strong association between the constructs status consumption and self-expression, it was also possible to verify a significant and positive influence between the dimensions of the construct conspicuous consumption with status consumption. In addition, we found that there is a strong influence between social conformity and status consumption and between status consumption and self-expression. Thus, the article contributes to the studies of consumption by advancing the discussion about the antecedents and consequences of conspicuous consumption and the relationship between conspicuity and status.Bruno Medeiros AssimosMarcelo de Rezende PintoRamon Silva LeiteMatheus Lemos de AndradeFUCAPE Business Schoolarticleconspicuous consumptionstatus consumptionselfexpressionwedding ceremonyBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 16, Iss 4, Pp 350-368 (2019)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	conspicuous consumption status consumption self expression wedding ceremony Business HF5001-6182
spellingShingle	conspicuous consumption status consumption self expression wedding ceremony Business HF5001-6182 Bruno Medeiros Assimos Marcelo de Rezende Pinto Ramon Silva Leite Matheus Lemos de Andrade Conspicuous Consumption and its Relation to Brand Consciousness, Status Consumption and Self-Expression
description	This paper presents and discusses the results of an empirical research whose objective was to discuss the relationship between the concepts of conspicuous consumption, status consumption and self-expression. For this, we have used the model proposed by Mann and Sahni (2015), which suggests the existence of three fundamental dimensions in the explanation of conspicuous consumption, setting the discussion under the aegis of lifestyle, brand consciousness, consumption of status and self-expression. An online survey was implemented, which generated a database composed of 398 respondents who had attended a marriage ceremony in the last six months. For data analysis, the modeling of structural equations using the PLS approach was used. The results of the study suggest, among other findings, that there is a relatively strong association between the constructs status consumption and self-expression, it was also possible to verify a significant and positive influence between the dimensions of the construct conspicuous consumption with status consumption. In addition, we found that there is a strong influence between social conformity and status consumption and between status consumption and self-expression. Thus, the article contributes to the studies of consumption by advancing the discussion about the antecedents and consequences of conspicuous consumption and the relationship between conspicuity and status.
format	article
author	Bruno Medeiros Assimos Marcelo de Rezende Pinto Ramon Silva Leite Matheus Lemos de Andrade
author_facet	Bruno Medeiros Assimos Marcelo de Rezende Pinto Ramon Silva Leite Matheus Lemos de Andrade
author_sort	Bruno Medeiros Assimos
title	Conspicuous Consumption and its Relation to Brand Consciousness, Status Consumption and Self-Expression
title_short	Conspicuous Consumption and its Relation to Brand Consciousness, Status Consumption and Self-Expression
title_full	Conspicuous Consumption and its Relation to Brand Consciousness, Status Consumption and Self-Expression
title_fullStr	Conspicuous Consumption and its Relation to Brand Consciousness, Status Consumption and Self-Expression
title_full_unstemmed	Conspicuous Consumption and its Relation to Brand Consciousness, Status Consumption and Self-Expression
title_sort	conspicuous consumption and its relation to brand consciousness, status consumption and self-expression
publisher	FUCAPE Business School
publishDate	2019
url	https://doaj.org/article/4d45a4e886844d75b7c7f7a808aff8e4
work_keys_str_mv	AT brunomedeirosassimos conspicuousconsumptionanditsrelationtobrandconsciousnessstatusconsumptionandselfexpression AT marceloderezendepinto conspicuousconsumptionanditsrelationtobrandconsciousnessstatusconsumptionandselfexpression AT ramonsilvaleite conspicuousconsumptionanditsrelationtobrandconsciousnessstatusconsumptionandselfexpression AT matheuslemosdeandrade conspicuousconsumptionanditsrelationtobrandconsciousnessstatusconsumptionandselfexpression
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Conspicuous Consumption and its Relation to Brand Consciousness, Status Consumption and Self-Expression

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