Positioning High- and Low-Status Brands in Social Media: the Potential of Communication Style

Using linguistic analysis of field data and two lab studies, we find that high-status brands use a more distant communication style in social media than low-status brands in order to preserve their exclusive image and that customers can associate different communication styles to different brand status levels.



Citation:

Kristina Kleinlercher, Tim M. Boettger, and Thomas Rudolph (2020) ,"Positioning High- and Low-Status Brands in Social Media: the Potential of Communication Style ", 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: 461-462.

Authors

Kristina Kleinlercher, University of St. Gallen, Switzerland
Tim M. Boettger, IESEG School of Management, France
Thomas Rudolph, University of St. Gallen, Switzerland



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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