18-G: the Asymmetric Effect of Going Green Versus Going Luxury

Brand/line extension research has failed to investigate how consumers evaluate products with the same attributes differently depending on the focal attribute of their parent brand. This study shows that a pro-environmental product extended by a luxury brand is better accepted than a luxury product extended by a pro-environmental brand.


Jooyoung Park (2017) ,"18-G: the Asymmetric Effect of Going Green Versus Going Luxury", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1052-1052.


Jooyoung Park, Peking University, China


NA - Advances in Consumer Research Volume 45 | 2017

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