Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

The brand tourism effect: When do lower status consumers boost luxury brands?

22.05.2014

When people purchase luxury items like expensive watches and high-end automobiles, they often consider themselves members of a select group of consumers. According to a new study in the Journal of Consumer Research, when outsiders show an interest in a luxury brand, they help improve its overall value.

"Just as tourists boost the pride of citizens toward their home country and reinforce the attractiveness and desirability of the place they visit, brand tourists (as fans of the brand) inspire feelings of membership pride and enhance brand image," write authors Silvia Bellezza and Anat Keinan (both Harvard University).

The authors use the terms 'brand immigrant' and 'brand tourist' to differentiate between consumers who either claim group membership (brand immigrants) or do not claim group membership (brand tourists).

They explain that while brand immigrants pose a threat to the image and distinctiveness of selective brands, brand tourists can actually reinforce the brand's prestige.

Over six lab and field studies, the authors studied how consumers of selective brands react to brand immigrants and brand tourists as well as brands that have expanded their product lines to offer less expensive and less exclusive products.

In one study, participants were asked to complete a survey that described a customer who received a free collector's shopping bag just for visiting a Prada or Marc Jacobs boutique. The customer was given the role of a neutral consumer, a brand tourist, or a brand immigrant.

Survey results indicated a more positive response for customers receiving the bag when they felt the consumer was not trying to falsely represent that they were using the bag to convey they had purchased something from the boutique.

Results reveal that the "brand tourism effect" also has positive implications for companies managing or monitoring brand communities that are perceived as selective and require effort to gain membership.

"Our research stresses the importance of embracing and cultivating brand tourism and demonstrates that brand tourists can serve as a source of pride and value for the brand," the authors conclude.

###

Silvia Bellezza and Anat Keinan. "Brand Tourists: How Non-Core Users Enhance the Brand Image by Eliciting Pride." Journal of Consumer Research: August 2014. For more information, contact Silvia Bellezza or visit http://ejcr.org/.

Mary-Ann Twist | Eurek Alert!

Further reports about: Consumer attractiveness boutique brands effect immigrants neutral

More articles from Studies and Analyses:

nachricht Mental Disorders and Physical Diseases Co-occur in Teenagers
08.04.2015 | Universität Basel

nachricht Researchers observe major hand hygiene problems in operating rooms
30.03.2015 | University of Gothenburg

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Astronomers reveal supermassive black hole's intense magnetic field

Astronomers from Chalmers University of Technology have used the giant telescope Alma to reveal an extremely powerful magnetic field very close to a supermassive black hole in a distant galaxy

Astronomers from Chalmers University of Technology have used the giant telescope Alma to reveal an extremely powerful magnetic field very close to a...

Im Focus: A “pin ball machine” for atoms and photons

A team of physicists from MPQ, Caltech, and ICFO proposes the combination of nano-photonics with ultracold atoms for simulating quantum many-body systems and creating new states of matter.

Ultracold atoms in the so-called optical lattices, that are generated by crosswise superposition of laser beams, have been proven to be one of the most...

Im Focus: UV light robot to clean hospital rooms could help stop spread of 'superbugs'

Can a robot clean a hospital room just as well as a person?

According to new research out of the Texas A&M Health Science Center College of Medicine, that is indeed the case. Chetan Jinadatha, M.D., M.P.H., assistant...

Im Focus: Graphene pushes the speed limit of light-to-electricity conversion

Researchers from ICFO, MIT and UC Riverside have been able to develop a graphene-based photodetector capable of converting absorbed light into an electrical voltage at ultrafast timescales

The efficient conversion of light into electricity plays a crucial role in many technologies, ranging from cameras to solar cells.

Im Focus: Study shows novel pattern of electrical charge movement through DNA

Electrical charges not only move through wires, they also travel along lengths of DNA, the molecule of life. The property is known as charge transport.

In a new study appearing in the journal Nature Chemistry, authors, Limin Xiang, Julio Palma, Christopher Bruot and others at Arizona State University's...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

HHL's Entrepreneurship Conference on FinTech

13.04.2015 | Event News

World Conference On Regenerative Medicine 2015: Registration And Abstract Submission Now Open

25.03.2015 | Event News

University presidents from all over the world meet in Hamburg

19.03.2015 | Event News

 
Latest News

Engineer Improves Rechargeable Batteries with MoS2 Nano 'Sandwich'

17.04.2015 | Power and Electrical Engineering

Comparing Climate Models to Real World Shows Differences in Precipitation Intensity

17.04.2015 | Earth Sciences

A blueprint for clearing the skies of space debris

17.04.2015 | Physics and Astronomy

VideoLinks
B2B-VideoLinks
More VideoLinks >>>