Up, Up, and Away: Upgrading as a Response to Dissimilar Brand Users

Volume: 56, Issue: 1, Pages: 142 - 157
Published: Dec 18, 2018
Abstract
Researchers have found that consumers abandon and avoid products when they feel threatened by the presence of dissimilar groups who also use the product. In this article, the authors propose a different strategy for responding to dissimilar users, upgrading to a brand’s more exclusive products. Results from six studies show that upgrading is a preferred strategy for consumers with strong self–brand connections, who are unlikely to avoid or...
Paper Details
Title
Up, Up, and Away: Upgrading as a Response to Dissimilar Brand Users
Published Date
Dec 18, 2018
Volume
56
Issue
1
Pages
142 - 157
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