Vertical Product Line Extension Strategies: An Evaluation of Brand Halo Effect according to Range Level

Eric Tafani (), Géraldine Michel () and Emmanuelle Rosa
Additional contact information
Eric Tafani: AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université
Géraldine Michel: IAE Paris - Sorbonne Business School
Emmanuelle Rosa: LPS - Laboratoire de Psychologie Sociale - AMU - Aix Marseille Université

Post-Print from HAL

Abstract: The brand halo effect for vertical product line extensions is analyzed using the central nucleus theory. The empirical study is based on experimentation linked to six brands in the automotive sector. This research shows that central brand associations are transferred to the vertical product line extension regardless of range level-low, middle or high-end range-and that such transference systematically reinforces linkages between such associations and the product line extensions. In contrast, the transfer of peripheral associations appears to be range-dependent, increasing or decreasing linkages between such associations and the product line extension according to the range level considered.

Keywords: Vertical product line extension; brand image; halo effect; social representations; central nucleus theory (search for similar items in EconPapers)
Date: 2009-06
Note: View the original document on HAL open archive server: https://hal.science/hal-02051232v1
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Published in Recherche et Applications en Marketing (English Edition), 2009, 24 (2), pp.73-88

Downloads: (external link)
https://hal.science/hal-02051232v1/document (application/pdf)

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:hal:journl:hal-02051232

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().