Abstract
Although many studies have contributed to the culturally symbolic brands evaluation, it has been difficult to fully explain the excessive consumption or herd behavior occurring in a particular group. To overcome the limitation, this study focuses on the fear of missing out (FoMO) phenomenon to mature the discussion on culturally symbolic brands evaluation. In fact, previous studies using the FoMO phenomenon were mainly limited to online consumer behavior. However, this study is meaningful in that FoMO phenomenon can be extended to offline consumer behavior.
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