The effect of a limited-edition offer following brand dilution on consumer attitudes toward a luxury brand

Hyunju Shin, Jacqueline K. Eastman and David Mothersbaugh

Journal of Retailing and Consumer Services, 2017, vol. 38, issue C, 59-70

Abstract: This research examines the impact of a luxury limited-edition offer in the face of core brand image dilution of a luxury brand. Through utilizing two millennial subgroups (college- vs. post-college age) as research participants in two studies, the findings suggest that in a brand dilution condition, the limited-edition product enhances consumers’ attitudes toward the luxury brand and that these effects are more pronounced for consumers with a higher self-presentation motive. We also find that college-age millennials are more strongly influenced by social influences than post-college age millennials. The implications for academic researchers and luxury brand retail managers are discussed.

Keywords: Luxury branding; Limited-edition; Brand extension; Retail brand management; Millennials (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:38:y:2017:i:c:p:59-70

DOI: 10.1016/j.jretconser.2017.05.009

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