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dc.contributor.authorSrivastava, Abhinav
dc.contributor.authorMukherjee, Srabanti
dc.contributor.authorJebarajakirthy, Charles
dc.date.accessioned2020-05-15T04:22:10Z
dc.date.available2020-05-15T04:22:10Z
dc.date.issued2020
dc.identifier.issn0148-2963
dc.identifier.doi10.1016/j.jbusres.2019.12.045
dc.identifier.urihttp://hdl.handle.net/10072/393858
dc.description.abstractCustomers at the bottom of the pyramid (BOP) desire to use the same products as affluent consumers. Thus, BOP customers tend to participate in aspirational consumption. The purpose of this study is to conduct a systematic literature review and to synthesise the literature on aspirational consumption in BOP contexts to gain a comprehensive understanding of it. Among other findings, this review synthesises factors that drive aspirational consumption and the consequences of aspirational consumption in BOP contexts. This study also suggests insightful directions for further research on aspirational consumption in BOP contexts. Our study advances BOP and consumer behaviour literature by examining an emergent domain of aspirational consumption at the BOP. Our study also outlines some insightful practical and social implications.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherElsevier
dc.relation.ispartofpagefrom246
dc.relation.ispartofpageto259
dc.relation.ispartofjournalJournal of Business Research
dc.relation.ispartofvolume110
dc.subject.fieldofresearchBusiness and Management
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode1503
dc.subject.fieldofresearchcode1505
dc.subject.keywordsSocial Sciences
dc.subject.keywordsBusiness
dc.subject.keywordsBusiness & Economics
dc.subject.keywordsBottom of the pyramid market
dc.subject.keywordsAspirational consumption
dc.titleAspirational consumption at the bottom of pyramid: A review of literature and future research directions
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationSrivastava, A; Mukherjee, S; Jebarajakirthy, C, Aspirational consumption at the bottom of pyramid: A review of literature and future research directions, Journal of Business Research, 2020, 110, pp. 246-259
dcterms.licensehttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.date.updated2020-05-13T22:06:36Z
dc.description.versionAccepted Manuscript (AM)
gro.rights.copyright© 2020 Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Licence, which permits unrestricted, non-commercial use, distribution and reproduction in any medium, providing that the work is properly cited.
gro.hasfulltextFull Text
gro.griffith.authorJebarajakirthy, Charles P.


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