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Tuesday 20 January 2015

Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior

The Article "Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior" by Minas N. Kastanakis, and  George Balabanis in Journal of Business Research

Abstract

This paper examines the impact of a number of psychological factors on consumers' propensity to engage in the “bandwagon” type of luxury consumption. It develops and empirically confirms a conceptual model of bandwagon consumption of luxury products. In general, results show that a consumer's interdependent self-concept underlies bandwagon luxury consumption. This relationship is mediated by the level of a consumer's status-seeking predispositions, susceptibility to normative influence and need for uniqueness. The study concludes that these psychological constructs explain well a large part of bandwagon luxury consumption and can be used as inputs in the development of marketing strategies.

Prof. Minas N. Kastanakis is Associate Professor of Marketing and Director of Research at ESCP Europe

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