Identity in motion: an exploratory study of conspicious consumption among car cruisers

D. Brownlie, P.A. Hewer, S. Treanor

Research output: Contribution to journalArticle

Abstract

For some people brands are consumed for their difference. For others cars are consumed simply with indifference. However, of interest to this study are those for whom the mere presence of brand signs and symbols demands an act of agency - that of debadging which we believe signals, not only a desire to stand out from the crowd but more importantly to affiliate with others.
Original languageEnglish
Pages (from-to)99-107
Number of pages8
JournalFinanza Marketing e Produzione
Volume5
Publication statusPublished - 2006

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Keywords

  • branding
  • consumer research
  • car industry
  • cars
  • conspicious consumption

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