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
The Impact of Previews on the Enjoyment of Multicomponent Multimedia Experiences
Jayson S. Jia, University of Hong Kong
Baba Shiv, Stanford University, USA
Brands as Complex Social Processes
Andrea Hemetsberger, University of Innsbruck, Austria
Hans Mühlbacher, International University of Monaco
Eric J Arnould, Aalto University, Finland
Emotion, Scientific Reasoning, and Judgments of Scientific Evidence
Caitlin Drummond, University of Michigan, USA
Baruch Fischhoff, Carnegie Mellon University, USA