Work

That’s embarrassing: investigating identity avoidance for (in)conspicuous luxury consumers

Year: 2026

Type: article

Source: Journal of Consumer Marketing

DOI: 10.1108/jcm-03-2025-7765

Authors: Xixi Li, Ron G. Christian, Chuandi (Charlie) Jiang

Institutions: Butler University, Fort Hays State University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7144255111

FWCI: 9.75

Cites: 97

Cited by: 1

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