“My Brand Is Moving Away From Me”: When Upgrade Products Leave Consumers Behind
In the context of product upgrades, we investigate the differential effects on owners and non-owners of the brand. While an upgrade may be beneficial for non-owners, an upgrade can have a surprising negative effect on current owners as they feel that the brand is moving away from them.
Wonsuk Jung, Joann Peck, Mauricio Palmeira, and Kyeongheui Kim (2020) ,"“My Brand Is Moving Away From Me”: When Upgrade Products Leave Consumers Behind", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 868-873.
Wonsuk Jung, University of Wisconsin - Madison, USA
Joann Peck, University of Wisconsin - Madison, USA
Mauricio Palmeira, Sungkyunkwan University, South Korea
Kyeongheui Kim, Sungkyunkwan University, South Korea
NA - Advances in Consumer Research Volume 48 | 2020
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