High Tide For the Wealthy: Brand Support and Wealth

We find that brand support, (i.e. the degree we perceive our brands are reliable, satisfying and need-fulfilling), varies across individuals based on their socio-economic-status. Those in high wealth situations tend to turn to everyday consumer package good brands for support to a much greater degree than their low SES counterparts.



Citation:

Danielle Brick, Tanya Chartrand, and Gavan Fitzsimons (2013) ,"High Tide For the Wealthy: Brand Support and Wealth", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 319-319.

Authors

Danielle Brick, Duke University, USA
Tanya Chartrand, Duke University, USA
Gavan Fitzsimons, Duke University, USA



Volume

E - European Advances in Consumer Research Volume 10 | 2013



Share Proceeding

Featured papers

See More

Featured

A Beautiful MIN(D): The Multiple-Identity Network as a Framework for Integrating Identity-Based Consumer Behavior

Julian K Saint Clair, Loyola Marymount University, USA

Read More

Featured

Making the Wait Worthwhile: Mental Accounting and the Effect of Waiting in Line on Consumption

Chris Hydock, Georgetown University, USA
Sezer Ulku, Georgetown University, USA
Shiliang Cui, Georgetown University, USA

Read More

Featured

All We Need is Love: Examining Differences in Time and Money Donations between Dyads and Individuals

Hristina Nikolova, Boston College, 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.