Mario Pandelaere - On campus - Room T020
Speaker: Mario Pandelaere - Pamplin College of Business - Department of Marketing- Blacksburg USA.
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.
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