Articlegreen2018

The spillover effect of downward line extensions on U.S. consumers’ evaluation of a French luxury parent brand: The role of branding strategies, authenticity, and fit

46 citations0/0 files storedPsychology and Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

Abstract The phenomenon of “masstige brands” has led many luxury brands to launch downward extensions, which come with the risk of diluting the parent brand. The goal of this study is to test the extent to which downward line extensions may impact a French luxury parent brand's evaluation by U.S. consumers through the role of branding strategies, extension authenticity, and fit. Based on an ANOVA design, our results show that different branding strategies, such as direct, sub‐branded, and/or independent/standalone line extensions, have different impacts on the level of dilution of the luxury parent brand. Specifically, an independent/standalone brand scores better for a downward extension than for a horizontal extension. The findings also reveal that extension authenticity and fit play a key role in the process. Theoretical and managerial implications are provided.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 46 citations exist upstream.

References

1990Consumer Evaluations of Brand Extensions 2004Customer perceived value, satisfaction, and loyalty: The role of switching costs 2002Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding 2015Cognitive Processes in Stereotyping and Intergroup Behavior 1992The Effects of Sequential Introduction of Brand Extensions 2004Consumer Perceptions of Iconicity and Indexicality and Their Influence on Assessments of Authentic Market Offerings 2000Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries 2014Brand authenticity: An integrative framework and measurement scale

Cited by

2023Toward a better understanding of key determinants and consequences of masstige consumption 2019What if something unexpected happens to my brand? Spillover effects from positive and negative events in a co‐branding partnership 2024Two decades of research on “masstige” marketing: A systematic literature review and future research agenda 2022Connecting nature with luxury service 2022In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.