Abstract:
Purpose: This study has conducted with an objective to determine the impact of public self consciousness, self-esteem on conspicuous consumption among generation Y in Pakistan
with an understanding of its ultimate impact on brand loyalty.
Methodology & Design: In this investigation, quantitative research approach has adopted to
empirically elaborate focused area of research. Furthermore, primary data has used during
current investigation to collect data from targeted population of Karachi city using
convenience sampling techniques and survey method for data collection. In addition,
empirical investigation has adopted to determine the impact ofselected independent variables
on dependent variables.
Findings: It has found through this investigation that there is significant and positive impact
of public self-consciousness and self-esteem in determination of conspicuous consumption. It
has also found that there is significant impact of conspicuous consumption and brand self congruency in determination of brand loyalty toward luxurious fashionable products.
Limitations: This study has confronted to human resource, financial and knowledge based
constraints
Recommendations: This investigation has observed with valuable potential to input with
role ofmarketers to increase brand loyalty.
