When High-End Designers Partner With Low-Cost Retailers: Bridging the Access Gap

Designer-for-retailer co-branded products represent collaborations between high-end designers and low-cost retailers. They are attractive to consumers by bridging an “access gap” and provide consumers an opportunity to acquire status not accessible otherwise. Designers’ creative control moderates this effect, while desirability is attenuated if product prices are below expectations.



Citation:

Gabriel E. Gonzales, Johanna Slot, and Margaret Meloy (2018) ,"When High-End Designers Partner With Low-Cost Retailers: Bridging the Access Gap", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 569-570.

Authors

Gabriel E. Gonzales, Pennsylvania State University, USA
Johanna Slot, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

M9. Exploring Historical Nostalgia and its Relevance to Consumer Research

Matthew Farmer, University of Arizona, USA
Caleb Warren, University of Arizona, USA

Read More

Featured

A6. “Alexa, let’s make a trade”: Search Behavior, Trust, and Privacy with Voice-Activated Assistants

Weizi Liu, University of Illinois at Urbana-Champaign, USA
David William Ross, University of Illinois at Urbana-Champaign, USA
Kieshana M. Williams-Beeler, University of Illinois at Urbana-Champaign, USA
Yoonah Lee, University of Illinois at Urbana-Champaign, USA
Michelle Renee Nelson, University of Illinois at Urbana-Champaign, USA

Read More

Featured

That's Just Plain Creepy: Understanding Consumer Responses to Personalized Food Products That Resemble People

Freeman Wu, Vanderbilt University, USA
Adriana Samper, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Gavan Fitzsimons, Duke University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.