KOREASCHOLAR

CONSPICUOUS CONSUMPTION OF RECESSION HIT CONSUMERS: PRELIMINARY EVIDENCE FROM A GREEK AND INTERNATIONAL SAMPLE

Markos Tsogas, Irena Mecaj, Marina Kyriakou
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/372601
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Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
pp.527-533
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The purpose of this study is to reveal differences towards conspicuous consumption of the hard-hit by the recession Greeks and foreign consumers. For the purposes of this research a survey was carried out in Greece. Tandem cluster analysis was performed in order to separate consumers based on their conspicuous consumption patterns and tendencies. The analysis resulted in a three cluster solution and deduced that the recession-hit Greeks buy branded luxury goods, as hypothesized and expected.

Keyword
conspicuous consumptionrecessioninternationalsurvey
Table Content
ABSTRACT
 INTRODUCTION
 AIM AND OBJECTIVES
 METHODOLOGY
 MAIN RESULTS
 CONCLUSIONS
 REFERENCES
Author
  • Markos Tsogas(University of Piraeus, Greece)
  • Irena Mecaj(University of Piraeus, Greece)
  • Marina Kyriakou(University of Piraeus, Greece)