Das, Manish; Saha, Victor; Balaji, M.S. - In: Journal of Product & Brand Management 31 (2021) 4, pp. 521-535
Purpose: This study aims to investigate the role of middle-class consumers’ need for uniqueness (CNFU), consumer susceptibility to interpersonal influence (CSII), inspiration and behavioral intentions toward masstige products. Specifically, this study examines the differential effects of CNFU...