Exploring the Drivers of Status Consumption for the Wedding Occasion

Abstract

The study investigates the antecedents of status consumption pertaining to the wedding, which is considered to be one of the most celebrated events in a person's life. The article explores the interrelationship between the dimensions of lifestyle and brand consciousness, and the constructs related to conspicuous consumption, status consumption and self-expression. The results validate that consumers are stimulated to impetuously purchase branded products with an intention to flaunt their possessions in their social circle, to signal wealth and status. Furthermore, consumers purchase ostentatious products to gain affirmation from their social groups and hierarchy. The study facilitates marketers in framing their marketing and communication strategies to succeed in the marketplace, thus attracting customers to purchase status products for weddings.