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

Abstract

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.

Conspicuous Consumption in Emerging Markets: The Case of Starbucks in Colombia as a Global and Sustainable Brand

“…Fourth, this study confirms the positive and significant relationships between conspicuous consumption, brand image, and brand loyalty according to previous studies by Assimos et al ( 2019 ), Li et al ( 2019 ), Podoshen and Andrzejewski, 2012 , and Palumbo and Herbig, 2000 ; in this way, we can say that conspicuous consumers usually have a very positive brand image of the brands they buy and that they generate this social status, and, for this reason, they have a brand loyalty toward them.…”

“…In this case, such a brand should then be able to represent its set of symbolic, emotional, and social beliefs (O'Cass and Frost, 2002 ). Taking this into account, we can explain the preference that the conspicuous consumer has for the purchase and use of certain brands, whose image is previously positioned in the market, as brands generate social status (Assimos et al, 2019 ; Li et al, 2019 ). In this way, we formulate the following hypothesis:…”

Antecedents of Conspicuous Consumption, Status Aspiration, and Its Consequences: An Empirical Study on Migrant Blue-Collar Workers in GCC

“…The relationship between the above variables and status consumption has already been identified by several types of research in different contexts and cultures, so this wider perspective is taken into consideration while designing the model for this study (Mann & Sahni, 2015;Assimos et al, 2019;Arthur et al, 2020;Assimos et al, 2019;Yarimoglu & Binboga, 2019).…”

How Do Face Consciousness and Public Self-Consciousness Affect Consumer Decision-Making?

“…As such, a self-expressive brand increases the strength of a consumer's connection to a brand and provides social benefits by influencing others' perceptions of the wearer. For example, Assimos et al [43] examined the relationship between status consumption, self-expression, conspicuous consumption, and social consumption through an online survey. Their results revealed a strong relationship between status consumption and (a) self-expression, (b) conspicuous consumption, and (c) social consumption.…”