Luxury brand dilution: investigating the impact of renting by Millennials on brand equity

Areti T. Vogel (), Sasikarn Chatvijit Cook and Kittichai Watchravesringkan
Additional contact information
Areti T. Vogel: Stetson University
Sasikarn Chatvijit Cook: Catawba College
Kittichai Watchravesringkan: UNCG

Journal of Brand Management, 2019, vol. 26, issue 4, No 9, 473-482

Abstract: Abstract Modern forms of product acquisition, such as renting, provide consumers with either first-time or increased access at relatively low cost to products of brands that historically have relied on exclusivity as a part of their strategies. This study seeks to determine how the ability of Millennials to rent exclusive luxury brands affects the values of those brands from the consumer perspective (i.e., brand equity). A one-way (traditional vs. masstige brand offered renting option) between-subjects experimental design was used. Results reveal that the means of the brand credibility and brand leadership dimensions of traditional luxury brand equity were decreased significantly after a renting option was offered. Results further show that the means of the brand association and brand credibility dimensions of masstige brand equity were decreased significantly after a renting option was also offered. Implications and future research directions are addressed.

Keywords: Consumer brand equity; Brand management; Brand dilution; Luxury brand; Mode of acquisition; Renting (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

Downloads: (external link)
http://link.springer.com/10.1057/s41262-018-00144-4 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

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:pal:jobman:v:26:y:2019:i:4:d:10.1057_s41262-018-00144-4

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-018-00144-4

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().