How Brand Collaborations Change Customers' Self-Brand Connections to High-Priced Brands

摘要

There are many brand collaborations although high-priced brand users are more likely to express their self-concept than low-priced brands users. This study explores negative effect of unbalanced brand collaborations on self-brand connections of high-priced brand customers. The results of analysis of variance reveal three moderators that attenuate the negative effect.