IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-00644899.html
   My bibliography  Save this paper

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

Author

Listed:
  • 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-00644899v1
    as

    Download full text from publisher

    File URL: https://shs.hal.science/halshs-00644899v1/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Olavarrieta, Sergio & Torres, Eduardo & Vásquez-Parraga, Arturo & Barra, Cristóbal, 2009. "Derived versus full name brand extensions," Journal of Business Research, Elsevier, vol. 62(9), pages 899-905, September.
    2. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    3. Kleine, Susan Schultz & Kleine, Robert E, III & Allen, Chris T, 1995. "How Is a Possession "Me" or "Not Me"? Characterizing Types and an Antecedent of Material Possession Attachment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(3), pages 327-343, December.
    4. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    5. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    6. Richins, Marsha L, 1994. "Valuing Things: The Public and Private Meanings of Possessions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 504-521, December.
    7. Sullivan, Mary, 1990. "Measuring Image Spillovers in Umbrella-Branded Products," The Journal of Business, University of Chicago Press, vol. 63(3), pages 309-329, July.
    8. DUBOIS, Bernard & LAURENT, Gilles & CZELLAR, Sandor, 2001. "Consumer rapport to luxury : Analyzing complex and ambivalent attitudes," HEC Research Papers Series 736, HEC Paris.
    9. Birger Wernerfelt, 1988. "Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond," RAND Journal of Economics, The RAND Corporation, vol. 19(3), pages 458-466, Autumn.
    10. 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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. Karanika, Katerina & Hogg, Margaret K., 2013. "Trajectories across the lifespan of possession-self relationships," Journal of Business Research, Elsevier, vol. 66(7), pages 910-916.
    3. Alfis S. Gayazov & Gulnara F. Zamaletdinova & Artur F. Amirov & Andrey V. Kostryukov & Evgeniya I. Tikhomirova, 2016. "Modern Teaching Tendencies of Critical Thinking Forming of University Students," International Review of Management and Marketing, Econjournals, vol. 6(2), pages 358-363.
    4. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    5. Klaus Heine & Glyn Atwal & Sandrine Crener-Ricard & Michel Phan, 2018. "Personality-driven luxury brand management," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 474-487, September.
    6. Sichtmann, Christina & Davvetas, Vasileios & Diamantopoulos, Adamantios, 2019. "The relational value of perceived brand globalness and localness," Journal of Business Research, Elsevier, vol. 104(C), pages 597-613.
    7. Millan, Elena & Reynolds, Jonathan, 2014. "Self-construals, symbolic and hedonic preferences, and actual purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 550-560.
    8. Roger B Mason, 2013. "The ‘Chav’ Subculture: Branded Clothing as an Extension of the Self," Journal of Economics and Behavioral Studies, AMH International, vol. 5(3), pages 173-184.
    9. Mike Molesworth & Rebecca Watkins & Janice Denegri-Knott, 2016. "Possession Work on Hosted Digital Consumption Objects as Consumer Ensnarement," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(2), pages 246-261.
    10. Strizhakova, Yuliya & Coulter, Robin A. & Price, Linda L., 2008. "The meanings of branded products: A cross-national scale development and meaning assessment," International Journal of Research in Marketing, Elsevier, vol. 25(2), pages 82-93.
    11. Adèle Martin-Gruen & Denis Darpy, 2015. "The Role of Design in the Appropriation of Shared Objects: Autolib in Paris," Post-Print hal-01226746, HAL.
    12. Godey, Bruno & Pederzoli, Daniele & Aiello, Gaetano & Donvito, Raffaele & Chan, Priscilla & Oh, Hyunjoo & Singh, Rahul & Skorobogatykh, Irina I. & Tsuchiya, Junji & Weitz, Bart, 2012. "Brand and country-of-origin effect on consumers' decision to purchase luxury products," Journal of Business Research, Elsevier, vol. 65(10), pages 1461-1470.
    13. Lacœuilhe, Jérôme & Louis, Didier & Lombart, Cindy, 2017. "Impacts of product, store and retailer perceptions on consumers’ relationship to terroir store brand," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 43-53.
    14. Nobre, Helena & Simões, Cláudia, 2019. "NewLux Brand Relationship Scale: Capturing the scope of mass-consumed luxury brand relationships," Journal of Business Research, Elsevier, vol. 102(C), pages 328-338.
    15. Randhawa, Praneet & Calantone, Roger J. & Voorhees, Clay M., 2015. "The pursuit of counterfeited luxury: An examination of the negative side effects of close consumer–brand connections," Journal of Business Research, Elsevier, vol. 68(11), pages 2395-2403.
    16. Bitterl, Sally & Schreier, Martin, 2018. "When consumers become project backers: The psychological consequences of participation in crowdfunding," International Journal of Research in Marketing, Elsevier, vol. 35(4), pages 673-685.
    17. Albert, Noel & Merunka, Dwight & Valette-Florence, Pierre, 2013. "Brand passion: Antecedents and consequences," Journal of Business Research, Elsevier, vol. 66(7), pages 904-909.
    18. Artemisia Apostolopoulou & Dimitra Papadimitriou, 2018. "Examining the meanings and consumption of sport licensed products through team identification," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 536-548, November.
    19. Guillard, Valérie, 2009. "La tendance de certains consommateurs à tout garder," Economics Thesis from University Paris Dauphine, Paris Dauphine University, number 123456789/5480 edited by Pinson, Christian.
    20. Liu, J., 2008. "Brand and automaticity," Other publications TiSEM dcbcb1b7-2089-429d-bdc1-8, Tilburg University, School of Economics and Management.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:halshs-00644899. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.