The impact of branding strategies on horizontal and downward line ...

Specifically, luxury horizontal vs downward line extensions are likely to lead to complications if branding strategies are not carefully planned ...

The purpose of this paper is to empirically assess the impact of branding strategies on horizontal and downward line extensions of French luxury brands in a ...

The impact of branding strategies on horizontal and downward line ...

Findings: The study shows that the subtyping effect created by a sub-branded luxury downward line extension tends to be rated similarly to a ...

(PDF) The impact of branding strategies on horizontal and ...

Findings The study shows that the subtyping effect created by a sub-branded luxury downward line extension tends to be rated similarly to a direct branded ...

The impact of branding strategies on horizontal and downward line

Ashill 2018 The impact of branding strategies on horizontal and downward line extension of luxury brands (3) - Free download as PDF File (.pdf), ...

The impact of branding strategies on horizontal and downward line ...

The impact of branding strategies on horizontal and downward line extension of luxury brands · Abstract · List of references · Publications that cite this ...

The impact of branding strategies on horizontal and downward line ...

The impact of branding strategies on horizontal and downward line extension of luxury brands: A cross-national study · About this item · What can I do with this ...

The impact of branding strategies on horizontal and ... - Altmetric

The impact of branding strategies on horizontal and downward line extension of luxury brands. Published in. International Marketing Review, September 2018. DOI ...

The impact of branding strategies on horizontal and downward line ...

This study is based on a two line extensions (horizontal/downward) × three branding strategies (direct brand/sub-brand/standalone brand) x two country (France/ ...

The impact of branding strategies on horizontal and ... - Altmetric

The impact of branding strategies on horizontal and downward line extension of luxury brands. Overview of attention for article published in International ...

(PDF) Influence of Horizontal Downward Extension over the Luxury ...

Purpose The purpose of this paper is to empirically assess the impact of branding strategies on horizontal and downward line extensions of French luxury brands ...

Vertical Branding + Horizontal Branding - BMB - Brand Marketing Blog

A vertical branding strategy pushes for objectively better products, while horizontal branding strategy is okay with being different.

The spillover effect of downward line extensions on U.S. consumers ...

Based on an ANOVA design, our results show that different branding strategies, such as direct, sub-branded, and/or independent/standalone line ...

The spillover effect of downward line extensions on U.S. consumers ...

... brand: The role of branding strategies, authenticity, and fit. Citation. Boisvert, J., & Ashill, N. J. (2018). The spillover effect of downward line ...

The impact of branding strategies on horizontal and downward line ...

Supplementary Data. The impact of branding strategies on horizontal and downward line extension of luxury brands : A cross-national study. Authors: Boisvert ...

The spillover effect of downward line extensions on U.S. consumers ...

Specifically, an independent/standalone brand scores better for a downward extension than for a horizontal extension. The findings also reveal ...

The effects of downward line extension on brand trust and brand ...

The results of two experiments show that the weaker the fit-quality between the downward extension and the brand on the one hand, and the more the consumer ...

How a Brand Extension Can Help You Capture Market Share

And many of these approaches even overlap with one another. Let's untangle a few of the most common brand extension strategies. The Line Extension.

The spillover effect of downward line extensions on U.S. consumers ...

The effects of a Disney masstige brand collaboration on perceptions of brand luxury: vertical versus horizontal product line extension strategies. Article.

"Vertical Versus Horizontal Line Extension Strategies: When Do ...

The results from prior research regarding the effectiveness of product line extension strategies on market-level brand performance are ...