How Does Power Affect the Evaluations of Luxury Brand Extensions?

Youngseon Kim, Central Connecticut State University, USA
Yinlong Zhang, University of Texas at San Antonio, USA
Powerful consumers preferred luxury brands with narrow (vs. broad) extensions more than powerless consumers; this effect was mediated by the association between narrow extensions and high status. This effect was stronger when consumers were in a competitive (vs. non-competitive) mindset and when the consumption situation was public (vs. private).
[ to cite ]:
Youngseon Kim and Yinlong Zhang (2012) ,"How Does Power Affect the Evaluations of Luxury Brand Extensions?", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 767-768.