Brand and Line Extensions: An Empirical Study From the New Age Luxury Industry

Som, Ashok; Pape, Naja

doi:10.15444/gfmc2015.06.06.03

Cited by 2 publications

(3 citation statements)

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“…In 2019, Farfetch acquired 1.7 million active users and achieved $US 1.5 billion Gross Merchandise Volume (GMV) which is 5.3 times larger than the GMV in 2015. The CAGR of GMV from 2015 to 2018 showed 55% increase [7].…”

Section: Online Platform Servicementioning

confidence: 96%

“…Although high quality but low price is a fundamental factor for commodities, tangible and intangible added value is the most important factor for luxury products, which is a major topic in affective engineering. This paper sheds light on luxury fashion brand and aims to reveal the actual situation of the luxury fashion market focusing on brand extension [7].…”

Section: Introductionmentioning

confidence: 99%

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Luxury Fashion in Online Platform Service

Miura

Kai

Furukawa

et al. 2020

ISASE

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High quality but low price is a fundamental factor for commodities, however, tangible and intangible added value is the most important factor for luxury products. To pursue added value of luxury fashion brands and products, this paper shed light online platform service dealing with a large amount of products, and aims to reveal the actual situation of the luxury fashion market. The importance of online platform service as a data source is discussed in terms of network externality required for modern services. This paper proposes sales amount analysis and analyzed 308,154 luxury fashion items. The results show availability of category extension in luxury brands to raise the sales. Integrity of high sales amount products is also discussed on brand equity fascinating consumers.

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Section: Online Platform Servicementioning

confidence: 96%

Section: Introductionmentioning

confidence: 99%

Luxury Fashion in Online Platform Service

Miura

Kai

Furukawa

et al. 2020

ISASE

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“…Prestige brands probably have stronger symbolic meanings to high status differentiation individuals than functional brands. Many studies focused on the risk of downward extensions of luxury brands or premium brands with prestige and reputation (Som and Pape, 2015;Magnoni and Roux, 2011), which indicates that prestigious brands appear to be more sensitive to dilution effects. Prestige and functional brands were also a key variable in Monga and John (2010)'s horizontal brand extension study.…”

Section: Status Differentiation Stretch Direction and Brand Imagementioning

confidence: 99%

The influence of status differentiation on vertical brand extension

Fang

Lin

2017

NBRI

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Purpose In this paper, the authors aim to propose that status differentiation, the extent to which people differentiate their behaviors or attribute power to others according to perceived status differences, moderates the effect of stretch direction upward or downward and brand image prestige or functional on consumers 2019 responses to line extensions. Design/methodology/approach This study was a 2 (culture: Chinese vs American) × 2 (stretch direction: up vs down) × 2 (brand image: prestige vs functional) experiment design. Study 2 was a 2 (status differentiation: high vs low) × 2 (stretch direction: up vs down) × 2 (brand image: prestige vs functional) experiment design. Findings The results of two studies show that high status differentiation has a positive prestige-enhancement effect on an upward extension but a detrimental effect on a downward extension. This effect is more pronounced for prestige brands than for functional brands. In addition, the authors have found similar patterns for the prestige perceptions of the parent brands after extension. Research limitations/implications This research makes important contributions to the fields of cross-cultural psychology. The status differentiation beliefs could be primed temporarily and had a significant impact on individuals’ responses to line extension. Practical implications The research identifies status differentiation as an important factor for marketers to consider when extending their brands to global markets. Originality/value Past research on vertical extensions has examined numerous factors influencing consumers’ responses. This paper is the only one to examine culture factor.

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Brand and Line Extensions: An Empirical Study From the New Age Luxury Industry

Cited by 2 publications

References 0 publications

Luxury Fashion in Online Platform Service

Luxury Fashion in Online Platform Service

The influence of status differentiation on vertical brand extension

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