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.
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.
Bing Han, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University
NA - Advances in Consumer Research Volume 46 | 2018
P13. Self-Selected versus Fixed Price Bundling: The Effect of Bundle Type on Perceived Quality
Burcak Bas, Bocconi University, Italy
GULEN SARIAL ABI, Bocconi University, Italy
Product Retention (vs. Acquisition) Choices and Preference for Person-Related Features
Liad Weiss, University of Wisconsin - Madison, USA
Out of Your League: Women’s Luxury Products as Signals to Men
Yajin Wang, University of Maryland, USA
Vladas Griskevicius, University of Minnesota, USA
Qihui Chen, Peking University