Brand-Tourists Or Brand-Immigrants? How New Consumers Dilute Or Enhance the Image of Symbolic Brands

Silvia Bellezza, Harvard University, USA
Anat Keinan, Harvard University, USA
We examine reactions of symbolic brands’ consumers to new-customers. Contrary to the shared notion that new lower status consumers are by definition a threat to the brand, six lab and field studies demonstrate the conditions under which downward brand extensions and their consumers enhance rather than dilute the brand image.
[ to cite ]:
Silvia Bellezza and Anat Keinan (2012) ,"Brand-Tourists Or Brand-Immigrants? How New Consumers Dilute Or Enhance the Image of Symbolic Brands", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 76-80.