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Stretching a luxury brand down: An experimental study of core brand dilution effects

Author

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  • F. Magnoni

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

  • Elyette Roux

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

Abstract

This paper analyzes the effects that the step-down line extension of a luxury brand has on attitudes toward the core brand. This before-and-after quasi-experimental study shows that the step-down line extension of the Armani brand negatively influences the affective component of the core brand attitude for customers and non-customers. However, the conative component of this core brand attitude decreases for the brand customers and increases for non-customers. Other factors that affect core brand dilution are similarity in quality, branding strategy, distribution channel and self-brand connections.

Suggested Citation

  • F. Magnoni & Elyette Roux, 2011. "Stretching a luxury brand down: An experimental study of core brand dilution effects," Post-Print halshs-00644899, HAL.
    • Handle: RePEc:hal:journl:halshs-00644899
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00644899
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    References listed on IDEAS

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