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

C2. The Bad Taste of Healthy Food Discounts

Iina Ikonen, Vrije Universiteit Amsterdam
Aylin Aydinli, Vrije Universiteit Amsterdam
Peeter Verlegh, Vrije Universiteit Amsterdam

Read More

Featured

Born to Shop? A Genetic Component of Deal Proneness

Robert M Schindler, Rutgers University, USA
Vishal Lala, Pace University
Jeanette Taylor, Florida State University

Read More

Featured

Divorcing the Market

Deniz Atik, University of Texas Rio Grande Valley, USA
A. Fuat Fırat, University of Texas Rio Grande Valley, USA
Ebru Uzunoğlu, Izmir University of Economics

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.