Status consumption and its impact on shopper well-being and brand equity in Ho Chi Minh City: A social identity theory perspective

Abstract

This study looks into the impact of personal and social values on status consumption and its subsequent effects on brand equity and shopper well-being, focusing on the cosmetic industry in Vietnam. Grounded in social identity theory, the research highlights the mediating role of status consumption in connecting personal values (materialism and need for uniqueness) and social values (informational, utilitarian, and value-expressive influences) to brand outcomes and consumer well-being. Through the empirical analysis of survey data collected from university students, the findings reveal that both personal and social values significantly drive status consumption. Status consumption, in turn, positively influences brand equity and shopper well-being. The research contributes in terms of expanding the understanding of status consumption dynamics in Vietnam, emphasizing the interplay of personal and social identity. It also offers practical insights for marketers to foster consumer engagement through status-driven strategies