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Browse Articles by "Marketing"
Title: Conspicuous Consumption - Is That All Bad? Investigating the Alternative Paradigm
Authors: Himadri Roy Chaudhuri, Sitanath Majumdar
Issue/Year: Oct-2010
Section: Notes and Commentaries
Abstract: Our everyday experience suggests that the nature of conspicuous consumption (CC) is going through a change, which remains largely unanswered by the extant literature and this calls for a closer investigation of the dynamics of a more contemporary perspective of CC. Effort has been made to extend the original concept and propose necessary refinements and integration of relevant concepts to enable a meaningful, holistic, contemporary, and a fresh interpretation of the said construct. The paper examines the importance of the proposed alternative conceptualization of the CC construct for managerial innovation and also discusses the marketing implications.
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