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Identity in motion: an exploratory study of conspicious consumption among car cruisers

Brownlie, D. and Hewer, P.A. and Treanor, S. (2006) Identity in motion: an exploratory study of conspicious consumption among car cruisers. Finanza Marketing e Produzione, 5. pp. 99-107. ISSN 1593-2230

Full text not available in this repository. (Request a copy from the Strathclyde author)

Abstract

For some people brands are consumed for their difference. For others cars are consumed simply with indifference. However, of interest to this study are those for whom the mere presence of brand signs and symbols demands an act of agency - that of debadging which we believe signals, not only a desire to stand out from the crowd but more importantly to affiliate with others.