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.


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.


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


E - European Advances in Consumer Research Volume 10 | 2013

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