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Brand Tourists: How Non-Core Users Enhance the Brand Image by Eliciting Pride

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  • Silvia Bellezza
  • Anat Keinan

Abstract

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.

Suggested Citation

  • Silvia Bellezza & Anat Keinan, 2014. "Brand Tourists: How Non-Core Users Enhance the Brand Image by Eliciting Pride," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(2), pages 397-417.
    • Handle: RePEc:oup:jconrs:doi:10.1086/676679
    DOI: 10.1086/676679
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    Cited by:

    1. Subaebasni Subaebasni & Henny Risnawaty & A.R. Arie Wicaksono, 2019. "Effect of Brand Image, the Quality and Price on Customer Satisfaction and Implications for Customer Loyalty PT Strait Liner Express in Jakarta," International Review of Management and Marketing, Econjournals, vol. 9(1), pages 90-97.
    2. Aaron J. Barnes & Tiffany Barnett White, 2024. "The accessor effect: How (and for whom) renters’ lack of perceived brand commitment dilutes brand image," Journal of the Academy of Marketing Science, Springer, vol. 52(4), pages 1069-1085, July.
    3. Qiong Jia & Liyuan Wei & Xiaotong Li, 2019. "Visualizing Sustainability Research in Business and Management (1990–2019) and Emerging Topics: A Large-Scale Bibliometric Analysis," Sustainability, MDPI, vol. 11(20), pages 1-37, October.
    4. Defeng Yang & Xi Lei & Liang Hu & Yu Sun & Xiaodan Yang, 2023. "Brand stigmatization: how do new brand users influence original brand users?," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 77-94, January.
    5. Jeremy J. Sierra & Harry A. Taute, 2019. "Brand tribalism in technology and sport: determinants and outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 209-225, March.
    6. Park, Minjung & Im, Hyunjoo & Kim, Hye-Young, 2020. "“You are too friendly!” The negative effects of social media marketing on value perceptions of luxury fashion brands," Journal of Business Research, Elsevier, vol. 117(C), pages 529-542.
    7. Choi, Dayeon & Seo, Yuri & Septianto, Felix & Ko, Eunju, 2022. "Luxury customization and self-authenticity: Implications for consumer wellbeing," Journal of Business Research, Elsevier, vol. 141(C), pages 243-252.
    8. Kevin Lane Keller, 2016. "Reflections on customer-based brand equity: perspectives, progress, and priorities," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 1-16, June.
    9. Anat Keinan & Ran Kivetz & Oded Netzer, 2016. "The Functional Alibi," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(4), pages 479-496.
    10. Kirk, Colleen P. & Peck, Joann & Hart, Claire M. & Sedikides, Constantine, 2022. "Just my luck: Narcissistic admiration and rivalry differentially predict word of mouth about promotional games," Journal of Business Research, Elsevier, vol. 150(C), pages 374-388.
    11. Zhenqi (Jessie) Liu & Pinar Yildirim & Z. John Zhang, 2022. "A theory of maximalist luxury," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 31(2), pages 284-323, April.
    12. Klein, Jan F. & Falk, Tomas & Esch, Franz-Rudolf & Gloukhovtsev, Alexei, 2016. "Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail," Journal of Business Research, Elsevier, vol. 69(12), pages 5761-5767.

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