EconPapers    
Economics at your fingertips  
 

Managing brand extension via licensing: An investigation into the high-end fashion industry

Mariachiara Colucci, Elisa Montaguti and Umberto Lago

International Journal of Research in Marketing, 2008, vol. 25, issue 2, 129-137

Abstract: Brand managers are increasingly confronted with the option of licensing their brands when pursuing brand extensions. Such decisions are typically based on evaluation of the risks associated with such a contractual form, and with the nature of the asset at stake, i.e., the brand. Drawing on transaction cost economics and the brand extension literature, the authors investigate how managers balance the advantages of rapidly accessing new product categories through licensing with the risk of negative reciprocal effects and licensees' opportunistic behavior. Our results suggests that firms tend to be strategically conservative when examining how to extend their brands, as managers see the risk of negative effects on the parent brand as outweighing the advantages associated with licensing.

Keywords: Brand licensing; Brand extension; Transaction cost economics (search for similar items in EconPapers)
Date: 2008
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (17)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0167811608000189
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:25:y:2008:i:2:p:129-137

DOI: 10.1016/j.ijresmar.2008.01.002

Access Statistics for this article

International Journal of Research in Marketing is currently edited by Roland Rust

More articles in International Journal of Research in Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().

 
Page updated 2025-04-17
Handle: RePEc:eee:ijrema:v:25:y:2008:i:2:p:129-137