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.
|Number of pages||8|
|Journal||Finanza Marketing e Produzione|
|Publication status||Published - 2006|
- consumer research
- car industry
- conspicious consumption