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!
Smart Data Transformation – Surfing the Big Wave
02.12.2016 | Fraunhofer-Institut für Angewandte Informationstechnik FIT
Climate change could outpace EPA Lake Champlain protections
18.11.2016 | University of Vermont
In recent years, lasers with ultrashort pulses (USP) down to the femtosecond range have become established on an industrial scale. They could advance some applications with the much-lauded “cold ablation” – if that meant they would then achieve more throughput. A new generation of process engineering that will address this issue in particular will be discussed at the “4th UKP Workshop – Ultrafast Laser Technology” in April 2017.
Even back in the 1990s, scientists were comparing materials processing with nanosecond, picosecond and femtosesecond pulses. The result was surprising:...
Have you ever wondered how you see the world? Vision is about photons of light, which are packets of energy, interacting with the atoms or molecules in what...
A multi-institutional research collaboration has created a novel approach for fabricating three-dimensional micro-optics through the shape-defined formation of porous silicon (PSi), with broad impacts in integrated optoelectronics, imaging, and photovoltaics.
Working with colleagues at Stanford and The Dow Chemical Company, researchers at the University of Illinois at Urbana-Champaign fabricated 3-D birefringent...
In experiments with magnetic atoms conducted at extremely low temperatures, scientists have demonstrated a unique phase of matter: The atoms form a new type of quantum liquid or quantum droplet state. These so called quantum droplets may preserve their form in absence of external confinement because of quantum effects. The joint team of experimental physicists from Innsbruck and theoretical physicists from Hannover report on their findings in the journal Physical Review X.
“Our Quantum droplets are in the gas phase but they still drop like a rock,” explains experimental physicist Francesca Ferlaino when talking about the...
The Max Planck Institute for Physics (MPP) is opening up a new research field. A workshop from November 21 - 22, 2016 will mark the start of activities for an innovative axion experiment. Axions are still only purely hypothetical particles. Their detection could solve two fundamental problems in particle physics: What dark matter consists of and why it has not yet been possible to directly observe a CP violation for the strong interaction.
The “MADMAX” project is the MPP’s commitment to axion research. Axions are so far only a theoretical prediction and are difficult to detect: on the one hand,...
16.11.2016 | Event News
01.11.2016 | Event News
14.10.2016 | Event News
08.12.2016 | Life Sciences
08.12.2016 | Physics and Astronomy
08.12.2016 | Materials Sciences