The impact of step-down line extension on consumer-brand relationships: A risky strategy for luxury brands
This paper analyzes the role of the brand concept (luxury vs. non-luxury) in the impact of step-down line extension on consumer-brand relationships. A before-and-after pseudo-experimental study conducted on the Internet among BMW and Peugeot buyers shows that step-down line extension negatively influences the main variables of consumer-brand relationships (e.g., self-brand connections, brand attachment, brand trust and brand commitment) only for the luxury brand BMW. On the contrary, no dilution effects are found for the non-luxury brand Peugeot.
|Date of creation:||2011|
|Publication status:||Published in Cahiers de recherche 2011-07 E3. 2011, 24 p|
|Note:||View the original document on HAL open archive server: https://halshs.archives-ouvertes.fr/halshs-00660296|
|Contact details of provider:|| Web page: https://hal.archives-ouvertes.fr/|
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
- 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, Oxford University Press, vol. 22(3), pages 327-343, December.
- Taylor Randall & Karl Ulrich & David Reibstein, 1998. "Brand Equity and Vertical Product Line Extent," Marketing Science, INFORMS, vol. 17(4), pages 356-379.
- 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.
- Richins, Marsha L, 1994. " Valuing Things: The Public and Private Meanings of Possessions," Journal of Consumer Research, Oxford University Press, vol. 21(3), pages 504-521, December.
When requesting a correction, please mention this item's handle: RePEc:hal:journl:halshs-00660296. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (CCSD)
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 references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link 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 profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.