This research aims to create a model that elucidates the reasons why people exhibit xenocentric consumer tendencies. In this context, a theoretical framework describing the evolution of consumer xenocentrism (C-XEN) was constructed by integrating elements from diverse theories. Then developed...

The extant literature on status-signalling primarily adopts Veblen's theory of class to caste and racial identities. This study aims to adopt a more suitable theoretical lens that is more relevant not only for class identities, but also for other identities such as caste and race. By viewing...