Brand Tourists
How Non-Core Users Enhance the Brand Image by Eliciting Pride
Bibliographic Data
| ID | 2223907 |
|---|---|
| Authors | Silvia Bellezza (0009-0004-2120-0922), Anat Keinan (0000-0001-8500-3953) |
| Year | 2014 |
| Volume | 41 |
| Issue | 2 |
| Pages | 397-417 |
| Publication date | 2014-08-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1086/676679 |
| OpenAlex | W2160371832 |
| Language | EN |
| Citations received | 17 |
| References cited | 60 |
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
Advertising · Business · Core (optical fiber) · Political science · Pride · Computer Science · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Psychology
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| Unique citing works | 17 |
|---|---|
| Citations per year | 1,55 |
| Citation span | 2015 - 2025 (11) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 16 |