Conceptualising Luxury Brand Attachment

This research conceptualises luxury brand attachment and develops a measurement scale for the construct. Underpinned with self-expansion and social identity theory, a research model is proposed with a set of hypotheses to investigate the inter-construct relationships. The self-congruity aspect within the luxury brand attachment construct is postulated to be moderated by the influence of consumers’ public self-consciousness and the product’s private/public status. The findings of this research will provide meaningful insights for academics and practitioners

An Analysis of Non-Consumption and Anti-Consumption: The Practices and Insights in Bangladesh

This paper examines the non-consumption and anti-consumption practices among consumers in Bangladesh. Ten consumers from different backgrounds were interviewed about consumption of certain product categories. From the narratives of these informants, the factors and motivations behind non-consumption and anti-consumption were identified. In general, consumers may restrain themselves if they cannot afford a product, which is a reality in Bangladesh considering the economic status and purchasing power of the consumers. However, intentional non-consumption is also evident. It has been found that consumers avoid certain products as an initiative to support environmental sustainability, personal health care, and even as care for their family members. Sometimes the promotional activities used by manufacturing companies are so exaggerated that consumers find these claims highly deceptive and thus the consumers avoid these items. In addition, because of the social history and tradition of Bangladesh, the religious norms and values considerably guide the consumers to follow nonconsumption of some products. Finally, the authors address the need for further studies to find out the relationship among various demographic, psychographic, economic, and social variables of consumers and their impacts on consumers’ perception toward non-consumption and anticonsumption