2018
DOI: 10.26650/ibr.2018.47.01.0005
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Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption

Abstract: This paper aims to investigate the relationship between individual cultural values and brand consciousness, and the effect of this relationship on conspicuous consumption. Individual cultural values scale developed by Yoo et al. (2011), based on five dimensions of national culture propounded by Hofstede, were used to develop hypotheses pertaining to their effects on brand consciousness and the effect of brand consciousness on conspicuous consumption. Results of the study provide support for some of the hypothe… Show more

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Cited by 3 publications
(2 citation statements)
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“…This influence may result in important outcomes, such as mating attraction (Hudders et al, 2014; Sundie et al, 2020) and rival deterrence (Wang & Griskevicius, 2014). Thus, luxury for women (Stokburger‐Sauer & Teichmann, 2013) may be different from men (Kiymalioglu et al, 2018). Gender plays a moderating role for both social and individual value perceptions (Jain & Mishra, 2018).…”
Section: Analysis Of Resultsmentioning
confidence: 99%
“…This influence may result in important outcomes, such as mating attraction (Hudders et al, 2014; Sundie et al, 2020) and rival deterrence (Wang & Griskevicius, 2014). Thus, luxury for women (Stokburger‐Sauer & Teichmann, 2013) may be different from men (Kiymalioglu et al, 2018). Gender plays a moderating role for both social and individual value perceptions (Jain & Mishra, 2018).…”
Section: Analysis Of Resultsmentioning
confidence: 99%
“…There are 5 dimensions in the multidimensional culture typology developed by Hofstede, which focuses on cultural differences in the international arena; power distance, masculinity vs femininity, uncertainty avoidance, individualism vs collectivism and long-term vs short-term orientation. Hofstede has been criticized because he focused only on international culture (Kiymalioğlu;et al, 2018).…”
Section: Review Of Literaturementioning
confidence: 99%