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

How Do Consumers React to Anthropomorphized Brand Alliance? Applying Interpersonal Expectations to Business-to-Business Relationships

DONGJIN HE, Hong Kong Polytechic University
Fangyuan Chen, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More

Featured

An Idea Opposed to Another Idea is Always the Same Idea: Reconsidering the Materialistic Aspects of Voluntary Simplicity

Mathieu Alemany Oliver, Toulouse Business School
Justyna Kramarczyk, Adam Mickiewicz University in Poznan

Read More

Featured

Anchors as Midpoints: it’s not the Size of the Adjustment that Counts, it’s the Direction

Joshua Lewis, University of Pennsylvania, USA
Joseph P. Simmons, University of Pennsylvania, 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.