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• W1927713033 abstract "This exploratory study focuses on consumers‟ evaluation of vertical step-down price extensions of different magnitude and compares the effects of such extensions on the brand images of luxury and of prestige car brands. Initial results indicate that step-down extensions of luxury brands are evaluated less positively than the equivalent step-down extensions of prestige brands. However, at the brand level, the size of the discount does not make much difference in the overall evaluation of the extension. The results show a general decline of the two brands‟ images after the introduction of a step-down extension of any size, which supports the general belief that vertical downward brand extensions harm the parent brand. Prestige brands appear to be more sensitive to dilution effects resulting from the vertical extension than luxury brands." @default.
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• W1927713033 date "2011-05-10" @default.
• W1927713033 modified "2023-09-27" @default.
• W1927713033 title "Step-down vertical brand extensions of luxury and prestige car brands: exploratory results" @default.
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