Status Consumption in the Context of Co-branding

Date
2017-01-01
Authors
Collins, LaShaun
Su, Jin
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Abstract

This paper proposes a conceptual model developed to examine status consumption in the context of co-branding. It focuses on consumers need to create, enhance, and alter the self through status consumption. Theories used to examine the self are situational self, self-completion, and self-enhancement. The context of co-branding suggests that the customer-brand relationship (value congruity and consumer identification) is created through self-image congruency that consumers develop with status brands due to his/her relationship with the mass-market brand. Further, the model examines the influence of others due to susceptibility of interpersonal influences, in an attempt to arrive at a complete self through status consumption (i.e., impression management). Race and income are used in the model as external factors. The model provides the foundation for future research, leading to managerial and theoretical contributions examining status consumption in the context of co-branding. Propositions are derived and the research implications of the model are presented.

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