Purpose – Limited attention has been paid to the issue of status consumption in cross‐national context. The purpose of this paper is to address the issue of status consumption among British and Indian consumers, using the industry context of alcoholic beverages, focusing on three antecedents...

Purpose – Despite the growing debate about differences in consumer attitudes and behavior in emerging and developed markets, there is little research on the differences in consumer value perceptions and their influence on purchase intentions. Focusing on the theory of impression management,...