The Brand Tourism Effect: How Noncore Users Enhance the Image of Exclusive Brands

We examine how core consumers of exclusive brands react when noncore-users obtain access to the brand. Contrary to the notion that non-core users are a threat to the brand, four experiments demonstrate the conditions under which non-core users and downward brand extensions enhance rather than dilute the brand image.



Citation:

Silvia Bellezza and Anat Keinan (2013) ,"The Brand Tourism Effect: How Noncore Users Enhance the Image of Exclusive Brands", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 156-157.

Authors

Silvia Bellezza, Harvard Business School, USA
Anat Keinan, Harvard Business School, USA



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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