step|down vertical brand extensions of luxury and prestige

step-down vertical brand extensions of luxury and prestige - CORE

STEP-DOWN VERTICAL BRAND EXTENSIONS OF LUXURY AND PRESTIGE. CAR BRANDS: EXPLORATORY RESULTS. Francesca Dall‟Olmo Riley. Kingston University Business School.

Luxury product to service brand extension and brand equity transfer

This was found in luxury automobile brands; there was a negative impact by the vertical step-down brand extension on the parent brand. For example, when ...

The effect of vertical brand extensions on consumer ... - EconStor

Supporting previous studies, a vertical step-down extension has been found to have a stronger negative impact on brand commitment for the luxury brand than for ...

The effect of vertical brand extensions on consumer ... - ResearchGate

... step-down. extension as it lowers the social status and prestige they. would ... brand relationships in step-down line extensions of luxury and. designer ...

How to prevent brand dilution of step-down extensions of luxury ...

Hence, a vertical extension has a negative effect on the evaluation of the consumers of the parent brand because there is a dissonance between the quality of ...

(PDF) Vertical brand extensions: Current research and managerial ...

brand image. Step-down prestige. Step-down functional. Step-up ... vertical brand expansion strategy to serve growing niches of affordable luxury.

Vertical line extension: a systematic review of research on upward ...

... luxury (vs prestige) parent brands (Dall'Olmo Riley et al. ... step-down brand extensions”, Journal of Business Research, Vol. 124 ...

Downward price-based luxury brand line extension: Effects on ...

These results indicate that (a) the brand concept consistency is affected by down-price brand extension, (b) due to brand concept changes then brand personality ...

Should You Take Your Brand to Where the Action Is?

managers are tempted to extend their brands vertically—that is, to take brands into a seemingly attractive market above or below their current positions ...

Brand extensions : A successful strategy in luxury fashion branding ...

Brand managers can choose between two directions of vertical brand extensions: step-up (upgrading) or step-down (downgrading) (Kim et al., 2001). When following ...

Consumers'attitudes on downscale extensions of a luxury ...

... step-down lines of luxury brands (Dall'Olmo Riley et al., 2015). Despite the importance and success of downscale vertical extensions in the mass-prestige.

Framing brand concept of vertical line extensions: The moderating ...

... prestige, luxury) benefits when constructing their opinions about a new line extension. ... step-up versus step-down brand extensions. Journal of ...

Price Effects on Vertical Brand Extensions: A Conceptual Framework

There are two directions which companies can use vertical line extensions to stretch their portfolio: up or down. A step-up extension is introduced at a higher ...

7: Luxury Brand Stretching - jim

An extension is a first, tentative step of a brand that is leaving luxury ... Vertical extension of a luxury brand often takes on a pyramid structure. The ...

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

(2014) found that a prestige brand concept can ... The role of perceived value in vertical brand extensions of luxury and premium brands.

Upscale Vertical Brand Extension - 185 Words - Bartleby.com

A high price can affect consumers in such a way that consumers expect the same quality or higher quality of a remaining low price. Down scale vertical brand ...

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

The impact of step-down line extension on consumer-brand relationships: A risky strategy for luxury brands · F. MagnoniElyette Roux. Business. Journal of Brand ...

How are brand extensions used in the luxury sector? - Sup de Luxe

... luxury accessories market with lines of bracelets, cufflinks and other high-quality items. Vertical brand extension. Finally, some luxury brands ...

An experimental study of core brand dilution effects - HAL-SHS

Key-words: vertical line extension, luxury brands, feedback effects, brand dilution. Page 4. INTRODUCTION. From the consumer point of view, step ...

How a Brand Extension Can Help You Capture Market Share

... product extensions and brand prestige extensions—to an entirely new level. ... While a brand extension may feel like a natural next step for your business ...