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Drivers of Brand Extension Success: What Really Matters for Luxury Brands

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References

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2009Co-creating value for luxury brands

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964 cited

2009Why Do Consumers Buy Counterfeit Luxury Brands?936 cited

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2023Strategic Brand Management84 cited
2019Crafting Extraordinary Stories: Decoding Luxury Brand Communications77 cited
2019The moderating role of age and gender on the attitude towards new luxury fashion brands77 cited
2018Luxury product to service brand extension and brand equity transfer76 cited
2016Ingredient branding for a luxury brand: The role of brand and product fit58 cited
2023‘Co-branding as a masstige strategy for luxury brands: Desirable or not?56 cited
2018The spillover effect of downward line extensions on U.S. consumers’ evaluation of a French luxury parent brand: The role of branding strategies, authenticity, and fit46 cited
2019Sincerity or ploy? An investigation of corporate social responsibility campaigns46 cited
2018The impact of branding strategies on horizontal and downward line extension of luxury brands45 cited
2022Femvertising practices on social media: a comparison of luxury and non-luxury brands44 cited
2019Brand Attribute Associations, Emotional Consumer-Brand Relationship and Evaluation of Brand Extensions41 cited
2018Drivers of successful luxury fashion brand extensions: cases of complement and transfer extensions40 cited
2020Emotional Brand Attachment and Attitude toward Brand Extension40 cited