Abstract
Countries with transitional economies represent a large and growing share of the world population, production and wealth. Brazil, Russia, India, and China (BRIC) alone have a combined GDP of approximately twelve trillion dollars (O’Neill, 2011). With the recent addition of South Africa, the expanded block, BRICS, represents the largest growing market in the world.
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© 2016 Academy of Marketing Science
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Kivenzor, G., Spohn, K. (2016). Luxury Consumption in Brics: Rationale Behind ‘Irrational’ Consumption Patterns. In: Plangger, K. (eds) Thriving in a New World Economy. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-24148-7_31
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DOI: https://doi.org/10.1007/978-3-319-24148-7_31
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