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.
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.
Gabriel E. Gonzales, Pennsylvania State University, USA
Johanna Slot, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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