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!
Obstructing the ‘inner eye’
07.07.2017 | Friedrich-Schiller-Universität Jena
Drone vs. truck deliveries: Which create less carbon pollution?
31.05.2017 | University of Washington
3-D shape acquisition using water displacement as the shape sensor for the reconstruction of complex objects
A global team of computer scientists and engineers have developed an innovative technique that more completely reconstructs challenging 3D objects. An ancient...
Physicists have developed a new technique that uses electrical voltages to control the electron spin on a chip. The newly-developed method provides protection from spin decay, meaning that the contained information can be maintained and transmitted over comparatively large distances, as has been demonstrated by a team from the University of Basel’s Department of Physics and the Swiss Nanoscience Institute. The results have been published in Physical Review X.
For several years, researchers have been trying to use the spin of an electron to store and transmit information. The spin of each electron is always coupled...
What is the mass of a proton? Scientists from Germany and Japan successfully did an important step towards the most exact knowledge of this fundamental constant. By means of precision measurements on a single proton, they could improve the precision by a factor of three and also correct the existing value.
To determine the mass of a single proton still more accurate – a group of physicists led by Klaus Blaum and Sven Sturm of the Max Planck Institute for Nuclear...
The research team of Prof. Dr. Oliver Einsle at the University of Freiburg's Institute of Biochemistry has long been exploring the functioning of nitrogenase....
A one trillion tonne iceberg - one of the biggest ever recorded -- has calved away from the Larsen C Ice Shelf in Antarctica, after a rift in the ice,...
21.07.2017 | Event News
19.07.2017 | Event News
12.07.2017 | Event News
24.07.2017 | Power and Electrical Engineering
24.07.2017 | Materials Sciences
24.07.2017 | Materials Sciences