Breaking Status Boundaries: When Interstatus Brand Collaborations Undermine Self-Expression By Omnivorous Consumers

Renée Gosline, Massachusetts Institute of Technology, USA
Jeffrey Lee, Harvard Business School, USA
If consumers express their identities through brands, how are partnerships between high and lower status brands received? We show that omnivorous owners of both brands penalize these collaborations more than univorous owners of either brand. We argue that boundary-violating behavior is rooted in self-expression, which is undermined by interstatus collaborations.
[ to cite ]:
Renée Gosline and Jeffrey Lee (2012) ,"Breaking Status Boundaries: When Interstatus Brand Collaborations Undermine Self-Expression By Omnivorous Consumers", 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: 95-100.