Exploring the drivers of status consumption for the wedding occasion

The study investigates the antecedents of status consumption pertaining to the wedding, which is considered to be one of the most celebrated events in a person’s life.

Exploring the drivers of status consumption for the wedding occasion

Bikram Jit Singh Mann

Guru Nanak Dev Univeristy, Amritsar

Supreet Kaur Sahni

Guru Nanak Institute of Management and Technology, Ludhiana

Introduction

Marriage, especially in India, is one of the most celebrated events in the life of a person. It is considered a sacred social institution, where a man and a woman take decision to lead a life as husband and wife, established by legal commitments and religious rituals, which is formalised through a wedding ceremony. A wedding celebration is also a time to gather friends and relatives and flaunt one’s...

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