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
E12. Green versus Premium Choice and Feelings of Pride
Cecilia Souto Maior, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Rafael Demczuk, Federal University of Paraná
Cultural Values and Consumers’ Brand Preference
Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio
The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?
David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada