Conspicuous Consumption: Global and National Luxury Fashion Brands Purchase Intention

  • Pistawan Kahachote Bangkok University
  • Dr. Mayuree Aryupong Assumption University
Keywords: conspicuous consumption, snob and bandwagon effect, global luxury brands, national luxury brands, purchase intention


This research examines the conspicuous consumption of luxury goods by comparing the impact of the so-called “snob” and “bandwagon” effects on both global and national luxury fashion brands. Consumer culture theory was applied to develop the conceptual model in order to investigate self and social influences regarding luxury brand consumption by using self-identity projects and marketplace culture. We found that status seeking was used as the initial drive for luxury good consumption and this was mediated by snob and bandwagon effects. The sample are mostly drawn from Generation Y individuals with high incomes. A second-order factor modelling used in the SEM analysis program, and the overall model demonstrate a good fits with χ2/df = 1.748; GFI = .82; RMSEA = .057; and PCFI = 0.84. The results suggest that both snob and bandwagon consumption are related to global luxury fashion brand consumption. Surprisingly, the bandwagon effect was not seen to be related to national luxury fashion brands. This study extends our knowledge of conspicuous consumption into the area of national luxury fashion brands by illustrating the distinguishing points where national luxury brands combat global luxury fashion brands. The study also points out the importance of individuals’ identity and the perceived value of status in consumer goods purchasing.