My dissertation is composed of three papers on symbolic consumption–how consumers use products, brands, and time to express who they are and signal status. The first paper (Brand Tourists: How Non–Core Users Enhance the Brand Image by Eliciting Pride) demonstrates the positive impact of non-core users of a prestige brand perceived as “brand tourists” into the brand community. The second paper (The Red Sneakers Effect: Inferring Status and Competence from Signals of Nonconformity) investigates the conditions under which nonconforming behaviors, such as wearing red sneakers in a professional setting, can act as a particular form of conspicuous consumption and lead to positive inferences of status and competence in the eyes of others. The third paper (Conspicuous Consumption of Time: When Busyness and Lack of Leisure Time Become a Status Symbol) further extends this line of investigation on alternative signals of status by uncovering the role of long hours of work and lack of leisure time as a status symbol. I conclude with a discussion of current working papers and future research agenda on symbolic consumption and branding.
| Identifer | oai:union.ndltd.org:harvard.edu/oai:dash.harvard.edu:1/16881889 |
| Date | 29 June 2015 |
| Creators | Bellezza, Silvia |
| Contributors | Keinan, Anat |
| Publisher | Harvard University |
| Source Sets | Harvard University |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation, text |
| Format | application/pdf |
| Rights | open |
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