oa Journal of Marketing - Secondhand store 'converts' its brand positioning : brands @ work

Volume 2012, Issue 04
  • ISSN : 1811-9565



Selling unwanted goods for cash, buying coveted (secondhand) goods at a fraction of the cost and, more recently, having easy access to short-term loans. It's these selling points that have seen customers returning to Cash Converters stores since the brand's launch in Australia in 1984 and later, in South Africa, when it entered the market in 1996. What is less obvious is that while frequenting a secondhand store may be perceived as an activity for the lower LSMs, it is, in fact, the consumption-driven and economically active higher LSMs that truly recognise the value for money Cash Converters offers.

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