Harvard Business School2014-08-26 4:01 PM

Brand Tourists: How Non-Core Users Enhance the Brand Image by Eliciting Pride

Abstract

This research examines how core consumers of selective brands react when non-core users obtain access to the brand. Contrary to the view that non-core users and downward brand extensions pose a threat to the brand, this work investigates the conditions under which these non-core users enhance rather than dilute the brand image. A distinction between two types of non-core users based on how they are perceived by current users of core products is introduced: "brand immigrants" who claim to be part of the in-group of core users of the brand and "brand tourists" who do not claim any membership status to the brand community. A series of studies shows that core consumers respond positively to non-core users when they are perceived as brand tourists. The brand tourism effect is mediated by core users' pride and moderated by brand patriotism and selectiveness of the brand.

 

Full Article

Journal of Consumer Research 41, no. 2 (August 2014): 397–417

http://www.hbs.edu/faculty/Pages/item.aspx?num=47092

KEYWORDS

SHARE & LIKE

COMMENTS

ABOUT THE AUTHOR

Harvard Business School

哈佛商学院是世界最著名的商学院之一,是常春藤联盟商学院之一,早先名为”哈佛大学工商管理研究所“。美国教育界有这么一个说法:哈佛大学可算是全美所有大学中的一项王冠,而王冠上那夺人眼目的宝珠,就是哈佛商学院。哈佛商学院的名望,不仅是由于她首创了MBA学位,也不仅是因为她在管理教学中首创了案例教学法,还不仅是基于她拥有一个庞大的明星教授群,而是因为她确确实实向社会输送了大批极其优秀的人才。正是这些毕业生在社会上的卓越表现,才使哈佛商学院扬名世界。

0 Following 6 Fans 0 Projects 17 Articles

SIMILAR ARTICLES

AuthorNava Ashraf, Erica Field and Jean LeeAbstractWe posit that household decision-making over fertility is characterized by moral hazard due to the f

Read More

AuthorLynn S. PaineAbstractOne surprising role of Nike’s corporate responsibility committee is to provide support for innovation. More and more compani

Read More

AuthorEugene F. Soltes, David H. Solomon and Denis SosyuraAbstractWe show that media coverage of mutual fund holdings affects how investors allocate mo

Read More

AuthorSilvia Bellezza and Anat KeinanAbstractThe article discusses how exclusive brands can increase their sales by moving "downmarket" without diminis

Read More

AuthorMax BazermanAbstractWe'd like to think that no smart, upstanding manager would ever overlook or turn a blind eye to threats or wrongdoing that ul

Read More

AuthorRobert C. MertonAbstractCorporate America began to really take notice of the looming retirement crisis in the wake of the dot-com crash, when com

Read More

AuthorRanjay Gulati, Charles Casto and Charlotte KrontirisAbstractIn March 2011, Japan’s Fukushima Daiichi nuclear power plant was devastated by three

Read More

AuthorAnita ElberseAbstractMarkets for soccer players are winner-take-all markets in which a select few top players earn extremely high rewards. The se

Read More

AuthorJill Avery, Susan Fournier and John WittenbrakerAbstractConsumers have always had relationships with brands, but sophisticated tools for analyzin

Read More

AbstractWe conduct and analyze two large surveys of hypothetical annuitization choices. We find that allowing individuals to annuitize a fraction of th

Read More