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 MoreFeatured
C2. The Bad Taste of Healthy Food Discounts
Iina Ikonen, Vrije Universiteit Amsterdam
Aylin Aydinli, Vrije Universiteit Amsterdam
Peeter Verlegh, Vrije Universiteit Amsterdam
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
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