This research aims to consider the respective roles of status seeking consumption, interpersonal influence and need for uniqueness, and to set these relationships within a broader theoretical context of the literature on the “extended self” and “self-congruity”. Furthermore, “consumer’s need for subtle branding” (e.g. inconspicuousness of a brand’s mark or logo) is proposed to moderate the relationship between these consumer attitudes toward luxury brands and the purchase intention of luxury brands.

• Jared Lloyd(Curtin University)
• Isaac Cheah(Curtin University)