Status brands and brand associations
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This study assesses status consumption of a brand, examining the affect of brand familiarity, symbolism, self-image brand image congruency and aroused feelings on brand status. Data were gathered via a self-administered survey of 315 young people, studying at a large university. The findings indicate status consumption was affected by self-monitoring and interpersonal influences, but conspicuous consumption was affected only by interpersonal influences.
Proceedings of the Australian and New Zealand Marketing Academy Conference
© The Author(s) 2002. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).