Please use this identifier to cite or link to this item:
https://ruomo.lib.uom.gr/handle/7000/815
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 hedonism 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. |
URI: | https://doi.org/10.1080/20932685.2019.1649167 https://ruomo.lib.uom.gr/handle/7000/815 |
ISSN: | 2093-2685 2325-4483 |
Other Identifiers: | 10.1080/20932685.2019.1649167 |
Appears in Collections: | Department of Business Administration |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
The Dilemma of Luxury Brand Extensio_19_7_revised.pdf | 219,08 kB | Adobe PDF | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.