Consumer Xenocentrism and Well-Being: Conspicuous Consumption Orientation, Brand Addiction, and Self-Esteem

Adamantios Diamantopoulos (Corresponding author), Michaela Matarazzo, Mona Mrad, Mariel Maack

Publications: Contribution to journalArticlePeer Reviewed

Abstract

Focusing on the implications of xenocentric behavior for consumer well-being, the authors investigate the link between consumer xenocentrism (C-XEN) and consumers’ self-esteem, using conspicuous consumption orientation and brand addiction as mediating variables. To this end, drawing on system justification, self-concept, and reference group theories, they develop a competitive mediation model and test it on samples of Italian (N = 456) and Peruvian (N = 203) consumers. The results reveal that while the direct effect of C-XEN on self-esteem is negative, C-XEN is also positively related to self-esteem through indirect effects, with conspicuous consumption orientation and brand addiction mediating this relationship. These findings add to our theoretical understanding of the C-XEN construct and its impact on consumer well-being, and have important practical implications for both foreign and domestic producers.
Original languageEnglish
Pages (from-to)51-70
JournalJournal of International Marketing
Volume33
Issue number1
Early online date16 Jun 2024
DOIs
Publication statusPublished - 2025

Austrian Fields of Science 2012

  • 501021 Social psychology
  • 502052 Business administration
  • 502019 Marketing

Keywords

  • consumer xenocentrism
  • consumer well-being
  • conspicuous consumption orientation
  • brand addiction
  • self-esteem

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