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



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