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BRAND EXTENSION EFFECT ON PARENT BRAND: EVIDENCE FROM A LUXURY CONTEXT

 

Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description
 

Brand Extension is becoming a reality also within luxury, due to the important changes thatthis sector has undertaken. Studies within this area of research have focused mostly onconsumer goods. The purpose of this work is to explore Brand Extension within the luxurycontext. The objective is to define what are the rules that a luxury brand should follow whenextending in new territories, delineating the differences between functional and prestigegoods. The work focuses on a specific area of extension that is the dilution of brand image. Conclusions are the result of an empirical research carried out in the form of an experiment.As for functional goods the beliefs about a parent brand will be diluted when an extension isperceived as inconsistent with the original family brand beliefs. The notion of consistencyvaries between functional and luxury goods. As a consequence there is a greater extendibility, among product classes, for luxury goods. The context around the luxury brand is very important in affecting how the extension is perceived, for incoherent product lines, an extension will have a smaller impact if it is positioned within a context that connects it to it.

Product Specifications
SKU :COC71213
AuthorFrancesca Boglione
LanguageEnglish
BindingPaperback
Number of Pages152
Publishing Year2011-07-08T00:00:00.000
ISBN978-3845406299
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-08 00:00:00