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How far can luxury brands travel? Avoiding the pitfalls of luxury brand extension

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  • Reddy, Mergen
  • Terblanche, Nic
  • Pitt, Leyland
  • Parent, Michael
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    Abstract

    Brand extensions are always tempting to marketers, and in the case of luxury brands the allure is particularly strong. While the path to luxury brand success may be partly paved with extensions, there are even more examples of brand extension disasters that litter the way. Brand extensions continue to be among the most researched and studied phenomena in marketing. When it comes to luxury brands, however, the factors that lead to successful extension have received far less attention. In this article, we consider the notion of perceived premium degree of the brand as a function of its category, and what we term the degree of adjacency between its product categories. Building on our research, which found that a luxury brand's perceived premium degree has a different impact on profitability depending on whether or not the brand is spread across adjacent product categories, we demonstrate when luxury brand extensions work--and when they fail. Perhaps most importantly, we herein introduce the premium adjacency matrix as a tool for luxury brand managers to consider in formulating extension strategies.

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    File URL: http://www.sciencedirect.com/science/article/B6W45-4V5XP58-3/2/d462608cf6838aeedc8eebbfe0a8c801
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    Bibliographic Info

    Article provided by Elsevier in its journal Business Horizons.

    Volume (Year): 52 (2009)
    Issue (Month): 2 ()
    Pages: 187-197

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    Handle: RePEc:eee:bushor:v:52:y:2009:i:2:p:187-197

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    Web page: http://www.elsevier.com/locate/bushor

    Related research

    Keywords: Luxury brands Brand extensions Degree of adjacency Premium adjacency matrix;

    References

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    1. Buzzell, Robert D., 2004. "The PIMS program of strategy research: A retrospective appraisal," Journal of Business Research, Elsevier, vol. 57(5), pages 478-483, May.
    2. Nueno, Jose Luis & Quelch, John A., 1998. "The mass marketing of luxury," Business Horizons, Elsevier, vol. 41(6), pages 61-68.
    3. Sullivan, Mary, 1990. "Measuring Image Spillovers in Umbrella-Branded Products," The Journal of Business, University of Chicago Press, vol. 63(3), pages 309-29, July.
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    Cited by:
    1. Dall'Olmo Riley, Francesca & Pina, José M. & Bravo, Rafael, 2013. "Downscale extensions: Consumer evaluation and feedback effects," Journal of Business Research, Elsevier, vol. 66(2), pages 196-206.

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