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Keywords: Compensatory consumption theory
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Journal Articles
Conspicuous consumption at the Indian BOP: a boon or bane?
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (2): 146–158.
Published: 01 January 2025
... and compensatory consumption theories. Originality/value The literature has classified the consequences of conspicuous consumption at the BOP as constructive or adverse effects. This study reveals that conspicuous consumption at the BOP can be a double-edged sword. This study indicates that social comparison...
Includes: Supplementary data
