An exploratory study of Thai consumers’ perceptions of “conspicuousness”: a case of luxury handbags

Dr Hiroko Oe is a Senior Lecturer in Marketing at Bournemouth University. She holds a PhD from Waseda University, MSc Regulation from the London School of Economics and Political Sciences, and BEcon from The University of Tokyo. After working for the Central Government, Japan as a policymaker, she moved to the academia. Her experiences include some UN activities in policy collaboration in the telecommunications field at the OECD and ITU. Her research interests are concentrated in the areas of Social Marketing and Strategic Management as well as a growing research interest in Entrepreneurial Orientation of Small and Medium Enterprises.

Pornchnit Sunpakit is a Marketing Adviser for a private company based in Thailand. She holds an MSc degree in Marketing and Management, and her interests include Thai consumers’ behavior in the luxury market, especially handbags and watches.

Dr Yasuyuki Yamaoka has been serving as an Assessor of Japan Quality award for more than 20 years, contributing to guide SMEs in the competitive business scenes. He holds a PhD degree from the Nagoya Institute of Technology and is specialized in community governance and enhancement of citizen engagement into the local activities. His research interests are concentrated in the public–private partnership and collaboration among social network actors.

Yan Liang is a PhD researcher, working on Chinese consumers’ perceptions toward luxury goods. Especially, she is investigating consumers’ conspicuous attitudes toward those goods and services. Her research interests cover the comparative study of the relevant themes in Asian regions.