Abstract

This research examines how core consumers of selective brands react when 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.

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Citation

Bellezza, Silvia, and Anat Keinan. "Brand Tourists: How Core Users Enhance the Brand Image by Eliciting Pride." Journal of Consumer Research 41, no. 2 (August 2014): 397-417.

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