Brand tourists: : How non-core users enhance the brand image by elicting pride

• Autores: Silvia Bellezza, Anat Keinan
• Localización: Journal of Consumer Research, ISSN-e 1537-5277, Vol. 41, Nº. 2, 2014, págs. 397-417
• Idioma: inglés
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• Resumen

  • 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 show 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.