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The impact of step-down line extension on consumer-brand relationships: A risky strategy for luxury brands

16 references·16 citing·39 second hopsampled

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References

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1992

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Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations

3,813 cited

2005The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands2,713 cited

Cited by

2023‘Co-branding as a masstige strategy for luxury brands: Desirable or not?56 cited
1995Le territoire-produit : étude des frontières cognitives de la marque49 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
2018The impact of branding strategies on horizontal and downward line extension of luxury brands45 cited
2021The role of brand in overcoming consumer resistance to autonomous vehicles43 cited
2019Brand Attribute Associations, Emotional Consumer-Brand Relationship and Evaluation of Brand Extensions41 cited
2024Two decades of research on “masstige” marketing: A systematic literature review and future research agenda40 cited
2025Masstige Consumption: A Motivation-Desire-Outcome Framework with Implications for Luxury Brand Management37 cited
2021From silos to synergies: A systematic review of luxury in marketing research36 cited
2018Vertical versus horizontal line extensions: a comparison of dilution effects33 cited
2014A semiotic analysis of the extendibility of luxury brands30 cited
2021Parent brand susceptibility to negative feedback effects from brand extensions: A meta‐analysis of experimental consumer findings27 cited
2022Toward a luxury restaurant renewal: Antecedents and consequences of digitalized gastronomy experiences27 cited
2014Consumer-brand relationships in step-down line extensions of luxury and designer brands22 cited
2017The Influence of Brand Trust, Brand Familiarity and Brand Experience on Brand Attachment: A Case of Consumers in the Gauteng Province of South Africa22 cited
2021When luxury brand rejection causes brand dilution19 cited