... This research contributes to the symbolic consumption literature by introducing the concept of “quiet luxury”, a culturally grounded framework in which emotional resonance, modest sensuality and relational meaning define luxury experiences. It also extends the theory of planned behaviour and the extended self...

... and downgrading attitude negatively. Originality/value The authors contribute to both organizational culture research and symbolic consumption research by considering symbolic consumption behavior in organization context. It is of great practical implications for marketers of symbolic consumption...

...Wanrudee Tangsupwattana; Xiaobing Liu Purpose The purpose of this paper is to investigate Generation Y consumers’ symbolic consumption on brand attitude and purchase intention toward global brands. Design/methodology/approach A conceptual model has been developed to illustrate the proposed...