Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Titan

Watches, mobiles, apparel, cars, sunglasses, footwear and a number of other product categories are often seen as an extension of one’s personality (see Belk, 1988). In a world of consumerism, the identity of an individual tends to be built with the help of several categories of products that symbolize or are characteristic of prestige, belongingness, warmth or any other characteristic that an individual consumer wants to project to the outside world (Schiffman, Wisenblit, & Ramesh Kumar, 2019). Hence, materialism, and consumption of these product categories, have gained importance through brands. One such category is that of watches. In the Indian context, until the late 1980s, watches were largely associated for functional purposes. ...