The Differential Effects of Face Gain Versus Face Loss on Luxury Brand Consumption

We show that Chinese consumers’ face concern consists of two distinct dimensions, concern with face gain (CFG) versus concern with face loss (CFL), and that these two dimensions operate differently in their impact on the desire to purchase luxury and visible (LV) brands, with CFL having the stronger effect.



Citation:

Jianping Liang, Rajeev Batra, and Zhuomin Shi (2019) ,"The Differential Effects of Face Gain Versus Face Loss on Luxury Brand Consumption", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 740-742.

Authors

Jianping Liang, Business School, Sun Yat-sen University, China
Rajeev Batra, University of Michigan, USA
Zhuomin Shi, Business School, Sun Yat-sen University, China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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