“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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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