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
Share Proceeding
Featured papers
See MoreFeatured
Walking the Thin Edge: The Dark Side of Brand Communities and Collecting
Emily Chung, RMIT University
Marcia Christina Ferreira, Brunel University
daiane scaraboto, Pontificia Universidad Católica de Chile
Featured
C9. Filling the Expectations: How Packaging Sustainability Influences Consumers' Inference of Product Attributes
Olga Lavrusheva, Aalto University, Finland
Alexei Gloukhovtsev, Aalto University, Finland
Kristina Wittkowski, Aalto University, Finland
Tomas Falk, Aalto University, Finland
Pekka Mattila, Aalto University, Finland
Featured
I12. The Effect of Susceptibility-Induced Threat in the Preventative Communication
Moon-Yong Kim, Hankuk University of Foreign Studies