Status brands and brand associations
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Author(s)
O'Cass, Aron
Griffith University Author(s)
Year published
2002
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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.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.
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Conference Title
Proceedings of the Australian and New Zealand Marketing Academy Conference
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Copyright Statement
© 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).