Article2010

Status consumption in cross‐national context

210 citations0/0 files storedInternational Marketing Review

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

Purpose Limited attention has been paid to the issue of status consumption in cross‐national context. The purpose of this paper is to address the issue of status consumption among British and Indian consumers, using the industry context of alcoholic beverages, focusing on three antecedents namely, the socio‐psychological, brand and situational antecedents. Design/methodology/approach The paper employed a cross‐sectional, survey‐based methodology. The British sample included 271 respondents residing in the Southeast of the UK. The Indian sample included 273 respondents residing in the North and Northwest regions of India. Findings The findings reveal that socio‐psychological, brand and situational antecedents significantly influence status consumption. Practical implications The findings support the notion that some key status consumption characteristics may be common among all cultures and countries however, their degree of influence may differ dramatically. Furthermore, others key variables may be single culture or country specific and therefore must be adjusted for national or regional variations. The results will help managers dealing with status consumption to better understand and manage their marketing strategy in a cross‐national context. Originality/value The paper is first of its kind to investigate the impact of socio‐psychological, brand and situational antecedents in a cross‐national context for status consumption products. The findings of the paper are likely to enhance our grasp of the status consumption process in a individualistic and mature developed market (the UK) in comparison to collectivist and rapidly growing emerging market (India) by shedding light on the issues affecting status consumption and how that relates to country‐specific marketing strategies.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Possessions and the Extended Self 1985Measuring the Involvement Construct 1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 1998Assessing Measurement Invariance in Cross‐National Consumer Research 1989Social Space and Symbolic Power 1982Self-Concept in Consumer Behavior: A Critical Review 1986Strategic Brand Concept-Image Management

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