Matches in SemOpenAlex for { <https://semopenalex.org/work/W1514484966> ?p ?o ?g. }
Showing items 1 to 67 of
67
with 100 items per page.
- W1514484966 abstract "From the consumer point of view, step-down extension is the launch of a new product, which is perceived as lower quality than the other products a brand currently sells, in the category of the pre-existing brand (Magnoni and Roux, 2008). Although step-down extension is not a new business practice, it has greatly increased in recent years to meet new market trends. Today, the purchasing power crisis and the democratization of the luxury sector attract more price-sensitive customers with lower-end products (Lipovetsky and Roux, 2003; Kapferer and Bastien, 2008). Analysts have even invented a new category called Masstige, which stresses that the prestige brand targets a mass market (Silverstein and Fiske, 2003; Danziger, 2005). Accordingly, more and more fashion designers are launching lines, between 30 and 50% cheaper than the original lines, under their brand names. Ralph Lauren's downward stretch from the exclusive Purple Label to the casual Polo line is a good example of this phenomenon. Likewise, has six different lines that range from his couture collection, Giorgio Armani-Prive, to the everyday sportswear line, Armani jeans and even Armani Exchange in some foreign markets. If Saint Laurent was a pioneer with Saint Laurent Rive Gauche, then today fashion designers are increasingly stretching their brands down (e.g., Galliano by John Galliano, Paul & Joe Sister, Marc by Marc Jacobs, See by Chloe). Although step-down extensions can use brand equity to increase the brand's sales, it may also be a dangerous strategy (Aaker, 1997) that dilutes brand equity, especially for luxury brands (Kim and Lavack, 1996; Kirmani, Sood and Bridges, 1999; Kim, Lavack and Smith, 2001). In comparison to brand extension, step-down extension is a new research area where studies are relatively limited (Randall, Ulrich and Reibstein 1998; Tafani Michel and Rosa 2009; Hamilton and Chernev, 2010; Jevons and Pontes, 2010). Little is known about the feedback effects of this strategy on core brand equity from a consumer's perspective. This article aims to evaluate the impact of a luxury brand's step-down extension on consumer attitudes toward the core brand, taking into account brand familiarity, branding and distribution strategy as explanatory variables for the possible dilution effects" @default.
- W1514484966 created "2016-06-24" @default.
- W1514484966 creator A5006114830 @default.
- W1514484966 creator A5031982088 @default.
- W1514484966 date "2011-07-19" @default.
- W1514484966 modified "2023-09-27" @default.
- W1514484966 title "The Impact Of Brand Familiarity, Branding And Distribution Strategy On Luxury Brand Dilution" @default.
- W1514484966 hasPublicationYear "2011" @default.
- W1514484966 type Work @default.
- W1514484966 sameAs 1514484966 @default.
- W1514484966 citedByCount "0" @default.
- W1514484966 crossrefType "posted-content" @default.
- W1514484966 hasAuthorship W1514484966A5006114830 @default.
- W1514484966 hasAuthorship W1514484966A5031982088 @default.
- W1514484966 hasConcept C112698675 @default.
- W1514484966 hasConcept C144133560 @default.
- W1514484966 hasConcept C162853370 @default.
- W1514484966 hasConcept C17744445 @default.
- W1514484966 hasConcept C199539241 @default.
- W1514484966 hasConcept C205971072 @default.
- W1514484966 hasConcept C2524010 @default.
- W1514484966 hasConcept C2781426162 @default.
- W1514484966 hasConcept C33923547 @default.
- W1514484966 hasConcept C54750564 @default.
- W1514484966 hasConcept C57375061 @default.
- W1514484966 hasConcept C71508700 @default.
- W1514484966 hasConcept C90673727 @default.
- W1514484966 hasConceptScore W1514484966C112698675 @default.
- W1514484966 hasConceptScore W1514484966C144133560 @default.
- W1514484966 hasConceptScore W1514484966C162853370 @default.
- W1514484966 hasConceptScore W1514484966C17744445 @default.
- W1514484966 hasConceptScore W1514484966C199539241 @default.
- W1514484966 hasConceptScore W1514484966C205971072 @default.
- W1514484966 hasConceptScore W1514484966C2524010 @default.
- W1514484966 hasConceptScore W1514484966C2781426162 @default.
- W1514484966 hasConceptScore W1514484966C33923547 @default.
- W1514484966 hasConceptScore W1514484966C54750564 @default.
- W1514484966 hasConceptScore W1514484966C57375061 @default.
- W1514484966 hasConceptScore W1514484966C71508700 @default.
- W1514484966 hasConceptScore W1514484966C90673727 @default.
- W1514484966 hasLocation W15144849661 @default.
- W1514484966 hasOpenAccess W1514484966 @default.
- W1514484966 hasPrimaryLocation W15144849661 @default.
- W1514484966 hasRelatedWork W1509712453 @default.
- W1514484966 hasRelatedWork W1574682103 @default.
- W1514484966 hasRelatedWork W178300536 @default.
- W1514484966 hasRelatedWork W1872743140 @default.
- W1514484966 hasRelatedWork W2034506371 @default.
- W1514484966 hasRelatedWork W2088218189 @default.
- W1514484966 hasRelatedWork W2197096158 @default.
- W1514484966 hasRelatedWork W2473429236 @default.
- W1514484966 hasRelatedWork W2476565000 @default.
- W1514484966 hasRelatedWork W2494236810 @default.
- W1514484966 hasRelatedWork W2594311931 @default.
- W1514484966 hasRelatedWork W2622448973 @default.
- W1514484966 hasRelatedWork W2801938937 @default.
- W1514484966 hasRelatedWork W2977804131 @default.
- W1514484966 hasRelatedWork W3124262353 @default.
- W1514484966 hasRelatedWork W3125851035 @default.
- W1514484966 hasRelatedWork W3126108646 @default.
- W1514484966 hasRelatedWork W3159966495 @default.
- W1514484966 hasRelatedWork W567541926 @default.
- W1514484966 hasRelatedWork W799010930 @default.
- W1514484966 isParatext "false" @default.
- W1514484966 isRetracted "false" @default.
- W1514484966 magId "1514484966" @default.
- W1514484966 workType "article" @default.