Image Effects Resulting From Brand Extensions Of Niche Automobiles

Vladimir Zhechev ()
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Vladimir Zhechev: Varna University of Economics

Business & Management Compass, 2016, issue 2, 230-235

Abstract: The topicality of this study stems from the fact that the review of extant Literature exhibits scarcity of research works in the field of downward brand extensions of niche luxury cars. While some studies examine potential differences between consumer evaluations of brand extensions (defined as functional and luxury),recent studies emphasize that the mere distinction between functional and luxury brands may be inadequate as the latter vary widely on the basis of perceived prestige and price. In view of this it is important to determine the influencing factors and trends predisposing downward extensions of luxury automobiles.

Date: 2016
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