Brand Tourists: How Non-Core Users Enhance the Brand Image by Eliciting Pride
Silvia Bellezza and Anat Keinan
Journal of Consumer Research
University of Chicago Press
How do core consumers of selective brands react when non-core consumers obtain access to the brand? Contrary to the view that non-core consumers and downward brand extensions pose a threat to the brand, this work investigates the conditions under which these non-core consumers enhance rather than dilute the brand image. A distinction between two types of non-core consumers based on how they are perceived by current consumers of core products is introduced: “brand immigrants” who claim to be part of the in-group of core consumers of the brand and “brand tourists” who do not claim any membership status to the brand community. Core consumers respond positively to non-core consumers when they are perceived as brand tourists. The brand tourism effect is mediated by core consumer pride and moderated by brand patriotism and selectiveness of the brand.