Mario Pandelaere - On campus - Room T020
Participer
MARKETING
Speaker: Mario Pandelaere - Pamplin College of Business - Department of Marketing- Blacksburg USA.
https://marketing.pamplin.vt.edu/people/faculty/pandelaere-mario.html
Title: Motivated Happiness Within a Brand Hierarchy
Abstract: People dislike being in last place but are still buying the bottom-tier of a luxury brand. We demonstrate that consumers at the top and the bottom of a brand hierarchy construe their view of the brand differently. Top-tier consumers perceive more differences across the brand hierarchy than bottom-tier consumers. Top-tier consumers’ happiness with their product increases as they see more differences of their own tier from others. However, bottom-tier consumers’ happiness increases as they see more similarities of their own tier from others. The findings have implications for the management of brand hierarchies.
Join by Zoom:
https://hec-fr.zoom.us/j/96154460633