Stretching a luxury brand down: An experimental study of core brand dilution effects

F. Magnoni and Elyette Roux ()
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F. Magnoni: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique
Elyette Roux: AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université

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Abstract: This paper analyzes the effects that the step-down line extension of a luxury brand has on attitudes toward the core brand. This before-and-after quasi-experimental study shows that the step-down line extension of the Armani brand negatively influences the affective component of the core brand attitude for customers and non-customers. However, the conative component of this core brand attitude decreases for the brand customers and increases for non-customers. Other factors that affect core brand dilution are similarity in quality, branding strategy, distribution channel and self-brand connections.

Keywords: vertical line extension; luxury brands; feedback effects; brand dilution (search for similar items in EconPapers)
Date: 2011
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00644899v1
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Published in 2011, 13 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00644899

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