How Does Power Affect the Evaluations of Luxury Brand Extensions?
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).
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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 767-768.
Youngseon Kim, Central Connecticut State University, USA
Yinlong Zhang, University of Texas at San Antonio, USA
NA - Advances in Consumer Research Volume 40 | 2012
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