A Cross-Cultural Analysis of Consumers’ Conspicuous Consumption of Branded Fashion Accessories

Abstract

ABSTRACT The study attempts to (1) demonstrate whether the purchase of branded fashion accessories is motivated by consumers' desire to reflect their social status, convey their self-image, and boost their self-esteem; (2) find whether the purchase of luxury fashion accessories may fall under the umbrella of conspicuous consumption; and (3) examine whether conspicuous consumption of branded fashion accessories varies across cultures. Based on a model tested in two different cultures (Canada and Tunisia), the results show that consumers' conspicuous consumption in both cultures is directly and positively influenced by social status display. Also, in both cultures, consumers believe that their social status may affect their self-image, which, in turn, stimulates them to exhibit conspicuous behavior. Conspicuous consumption, however, is found to be higher in individualist cultures than in collectivist ones. Additionally, in collectivist cultures, social status is found to play a significant role in influencing consumers' self-esteem.