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Title: The dilemma of luxury brand extensions
Authors: Margariti, Kostoula
Boutsouki, Christina
Hatzithomas, Leonidas
Subjects: FRASCATI::Social sciences::Economics and Business
Keywords: Luxury brand
attitude toward the luxury brands
brand extension
luxury branding
Issue Date: 2019
Source: Journal of Global Fashion Marketing
Volume: 10
Issue: 4
First Page: 305
Last Page: 323
Abstract: The present paper focuses on luxury brand perceptions and their effect on attitude towards brand extensions whilst addressing the moderating role of hedonism. Particularly, the study discusses how hedonism affects the way luxury brand perceptions influence attitude towards upward and downward brand extensions. Two online surveys are used to review consumers’ attitude towards upward and downward extensions. Two real brand cases, the brands of Louis Vuitton and Hugo Boss, provide the context for the studies based on the perceived divergence between the marketing approaches of the brands. Louis Vuitton is considered as a more exclusive luxury brand, whereas Hugo Boss is perceived as more open to the masses, universally consumed brand. Study 1 indicates that luxury brand perceptions generate positive attitudes towards upward extensions. Hedonic consumption does not moderate the relationship between luxury brand perceptions and attitude towards upward extensions. Study 2 designates that luxury brand perceptions lead to negative attitudes towards downward extensions. Hedonic motives seem to significantly moderate this relationship. The study discussed significant implications for both academics and practitioners with respect to the role of consumers’ personal motives on the effectiveness of mass marketing strategies in the luxury brand sector.
ISSN: 2093-2685
Other Identifiers: 10.1080/20932685.2019.1649167
Appears in Collections:Department of Business Administration

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