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

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.



Citation:

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.

Authors

Silvia Bellezza, Harvard University, USA
Anat Keinan, Harvard University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

The Viciousness and Caring of Sharing: Conflicts and Motivations of Online Shamers

Chen Pundak, Tel Aviv University, Israel
Yael Steinhart, Tel Aviv University, Israel
Jacob Goldenberg, IDC

Read More

Featured

How Awe Might Be Awesome: The Role of Awe in Consumers’ Food Consumption and Perceptions of Misshapen Produce

Begum Oz, University of Massachusetts, USA
Elizabeth Miller, University of Massachusetts, USA

Read More

Featured

Deny the Voice Inside: Are Accessible Attitudes Always Beneficial?

Aaron Jeffrey Barnes, University of Illinois at Urbana-Champaign, USA
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.