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Materialism and Status consumption as Predictors of Brand Engagement in Self Concept

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Title: Materialism and Status consumption as Predictors of Brand Engagement in Self Concept

Authors: Zia ur Rehman, Rohaizat Baharun, Nor Zafir Md Salleh, Farhan Sarwar

Journal: Asia proceedings of social sciences.

HEC Recognition History
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Year: 2018

Volume: 2

Issue: 3

Language: en

DOI: 10.31580/apss.v2i3.394

Keywords: materialismBrand EngagementStatus consumption

Categories
Education (26129) Sociology (44910) Career Management (3) Work-Based Learning (2) Psychology (26534) Skills (14) Marketing (5244) Consumer Behavior (2797) Vocational Education (225) Business (3855)

Abstract

Consumer behavior literature shows that materialism and status consumption is associated to brand engagement in self-concept (BESC)(Flynn, Goldsmith, & Pollitte, 2016; Ronald E Goldsmith, Flynn, & Clark, 2011). Although many studies investigated the outcomes of materialism, however, a little research is known to investigate the association of materialism, status consumption and BESC in designers clothing (Flynn et al., 2016). The present study aimed at investigating the role of materialism and status consumption as predictors of brand engagement in self-concept (BESC). The results pointed out that both materialism and status consumption have a significant and positive influence on BESC. Moreover, status consumption is a stronger predictor of BESC as compared to materialism

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