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Keywords: Phenomenological approach
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Journal Articles
Conspicuous consumption at the Indian BOP: a boon or bane?
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Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (2): 146–158.
Published: 01 January 2025
... phenomenological approach. Focus group discussions were conducted with 72 Indian BOP consumers. Thematic analysis resulted in 21 categories and 9 themes. Findings This study revealed three distinct categories of consequences related to the effects of conspicuous consumption on SWB at the BOP. Conspicuous...
Includes: Supplementary data
