J8. Exchange With the Rich, Concern With the Poor: the Effects of Social Class on Consumer Response to Brand Relationship
This article proposes that consumer-brand relationship position (exchange vs. communal) should be built in accordance with the social class of consumers. Through three experiments in manufacturing and service industries, the authors find that a matching effect between brand relationship and social class can enhance brand evaluation and brand attitude.
Citation:
Bing Han and Liangyan Wang (2018) ,"J8. Exchange With the Rich, Concern With the Poor: the Effects of Social Class on Consumer Response to Brand Relationship", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 908-908.
Authors
Bing Han, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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