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Vertical Product Line Extension Strategies: An Evaluation of Brand Halo Effect according to Range Level

Author

Listed:
  • Eric Tafani

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • Géraldine Michel

    (IAE Paris - Sorbonne Business School)

  • Emmanuelle Rosa

    (LPS - Laboratoire de Psychologie Sociale - AMU - Aix Marseille Université)

Abstract

The brand halo effect for vertical product line extensions is analyzed using the central nucleus theory. The empirical study is based on experimentation linked to six brands in the automotive sector. This research shows that central brand associations are transferred to the vertical product line extension regardless of range level-low, middle or high-end range-and that such transference systematically reinforces linkages between such associations and the product line extensions. In contrast, the transfer of peripheral associations appears to be range-dependent, increasing or decreasing linkages between such associations and the product line extension according to the range level considered.

Suggested Citation

  • Eric Tafani & Géraldine Michel & Emmanuelle Rosa, 2009. "Vertical Product Line Extension Strategies: An Evaluation of Brand Halo Effect according to Range Level," Post-Print hal-02051232, HAL.
    • Handle: RePEc:hal:journl:hal-02051232
    Note: View the original document on HAL open archive server: https://hal.science/hal-02051232v1
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    References listed on IDEAS

    as
    1. Géraldine Michel & Billy Salha, 2005. "L'extension de gamme verticale : Clarification du concept," Post-Print hal-02051192, HAL.
    2. Taylor Randall & Karl Ulrich & David Reibstein, 1999. "Capital marque et étendue verticale de la ligne de produits," Post-Print hal-02018499, HAL.
    3. Billy Salha & Géraldine Michel, 2005. "L'extension de gamme verticale : Clarification du concept," Post-Print hal-02023543, HAL.
    4. Eric Tafani & Vanessa Haguel & Angélique Ménager, 2007. "Des images de marque aux représentations sociales : une application au secteur de l'automobile," Post-Print hal-01796249, HAL.
    5. Géraldine Michel, 1999. "L'évolution des marques : Approche par la théorie du noyau central," Post-Print hal-02018511, HAL.
    6. V. Srinivasan, 1979. "Network Models for Estimating Brand-Specific Effects in Multi-Attribute Marketing Models," Management Science, INFORMS, vol. 25(1), pages 11-21, January.
    7. Kim, Chung K. & Lavack, Anne M. & Smith, Margo, 2001. "Consumer evaluation of vertical brand extensions and core brands," Journal of Business Research, Elsevier, vol. 52(3), pages 211-222, June.
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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.
    2. F. Magnoni & E. Roux & Pierre Valette-Florence, 2011. "The impact of step-down line extension on consumer-brand relationships: A risky strategy for luxury brands," Post-Print halshs-00660296, HAL.

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