The effect of fit and authenticity on attitudes toward the brand extension: The case of the Monumental Complex of the Alhambra and Generalife

Prados‐Peña, María Belén; Barrio‐García, Salvador del

doi:10.1016/j.culher.2017.12.003

Cited by 15 publications

(21 citation statements)

References 52 publications

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“…The overall satisfaction along with the tourist expectations are related to the induced benefit in the cities inscribed in the world heritage list, because of their international tourist positioning [29] since they are the characteristics that justify their inclusion as Heritage (exceptionality, uniqueness, universality, and authenticity, among others) that make them a tourist attraction [30,31]. There are studies that relate satisfaction in tourism with heritage [32], which have revealed that the tourist satisfaction with the individual components of a destination leads to their overall satisfaction [33]. Consequently, this study considers the overall satisfaction of the tourist both with respect to the archaeological site of Madinat al-Zahra and Cordoba as destination.…”

Section: Tourism Satisfactionmentioning

confidence: 99%

Tourist Motivations and Satisfaction in the Archaeological Ensemble of Madinat Al-Zahra

et al. 2019

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Madinat Al-Zahra is an ancient Arab palace located in Cordoba, Spain, which was proclaimed as part of the World Heritage of Humanity in 2018. The public administration must know the tourist motivations and interest in this heritage, as well as the satisfaction with Cordoba as destination and this Archaeological Ensemble. This article addresses these issues by analyzing and comparing motivations, expected and perceived value with the destination and those of the monument itself, using a Structural Equation Models methodology. Data was obtained from a survey of 375 tourists and the results showed that there is a high satisfaction with both destination and site, although these people perceive that this heritage is not integrated with the rest of the city attractions. In addition, the survey highlights that the transport system to the site is one of the most important weaknesses, among others. The results of this study offer valuable information related to this heritage.

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Section: Tourism Satisfactionmentioning

confidence: 99%

Tourist Motivations and Satisfaction in the Archaeological Ensemble of Madinat Al-Zahra

et al. 2019

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“…Drawing upon signaling and categorization theory, and brand concept consistency, we examine relationships between luxury PB familiarity, PB status signaling, PB perceived quality, extension authenticity and consumer attitudes towards luxury line extensions. Psychological research shows that status signaling and extension authenticity are important antecedents of luxury consumption (Nelissen and Meijers, 2011; Prados-Peña and del Barrio-García, 2018). Although research has investigated the extent to which consumers use luxury goods to signal their status or relative position in social hierarchies (Berger and Ward, 2010; Dubois et al.…”

Section: Discussion and Theoretical Implicationsmentioning

confidence: 99%

“…Extension authenticity is defined as the extent to a line extension is perceived by a consumer is being legitimate and culturally consistent with the parent brand (Osorio et al. , 2021; Prados-Peña and del Barrio-García, 2018; Spiggle et al. , 2012).…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

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The impact of luxury brand status signaling, extension authenticity and fit on luxury line extension evaluation: a cross-national study

Boisvert

Ashill

2022

IMR

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PurposeGrounded in categorization theory, this study examines the impact of luxury parent brand status signaling on brand extension authenticity and consumer attitudes in two international luxury markets.Design/methodology/approachUsing samples of luxury consumers from France and the United States, the study's hypotheses are tested using confirmatory factor analysis (CFA), structural equation modelling (SEM) and multi-groups comparisons.FindingsFindings demonstrate that luxury parent brand (PB) status signaling, familiarity and perceived quality impact luxury extension authenticity, and authenticity has a significant effect on consumer attitudes toward the extension. The relationship between PB status signaling and extension authenticity is stronger for French consumers compared to their American counterparts. The effect of luxury PB perceived quality and familiarity on PB status signaling is similar for both American and French consumers. However, the effect of PB familiarity on luxury brand extension authenticity is stronger in France than the United States.Research limitations/implicationsResults provide researchers and managers with insights on how to design marketing programs for luxury line extensions in a cross-national context.Originality/valueThe authors contribute to existing literature examining factors related to the parent brand and the relationship between the parent brand and the extension by examining the effect of PB status signaling and extension authenticity on extension attitudes in two international luxury markets.

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“…Sin embargo, la mayor parte de los trabajos que existen en la amplia literatura sobre las extensiones de marca, son escasos los estudios centrados en el ámbito de los servicios (Sichtmann et al 2017) y en particular en el de las organizaciones artísticas (D' Astous et al 2007), o en el de los sitios patrimoniales, en concreto a aquellos con el sello World Heritage-WH (Prados-Peña y Del Barrio-García 2018;Del Barrio-García y Prados-Peña 2019;Kim et al 2019).…”

Section: Extensión De Marcaunclassified

Moderating effect of the extension fit and involvement in the relationship between the parent heritage brand attitude and extension loyalty. Application to the monumental complex of the Alhambra and the Generalife

Prados‐Peña¹

2022

cuadernosgestion

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Objective: This work proposes a model of formation of brand extension loyalty of a heritage brand parent based on the attitude towards the heritage brand parent, taking into account the mediating effect of the brand parent image and the moderating effects of the fit between the heritage parent brand and the brand extension as well as the involvement towards the product category. Methodology: An experimental study has been carried out with 328 tourists visiting the heritage destination and manipulating two levels of adjustment. A moderate mediation regression model was established using the PROCESS 3.4 software. Conclusions: The effect of the attitude towards the heritage brand on the loyalty towards the extension occurs through the image of the heritage brand. This effect is enhanced in low setting and high involvement conditions. The involvement moderates the direct effect regardless of the degree of brand extension fit. Implications: Implications are provided for the management of companies that use a heritage brand to compete in the market as well as for managers of cultural heritage.

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The effect of fit and authenticity on attitudes toward the brand extension: The case of the Monumental Complex of the Alhambra and Generalife

Cited by 15 publications

References 52 publications

Tourist Motivations and Satisfaction in the Archaeological Ensemble of Madinat Al-Zahra

Tourist Motivations and Satisfaction in the Archaeological Ensemble of Madinat Al-Zahra

The impact of luxury brand status signaling, extension authenticity and fit on luxury line extension evaluation: a cross-national study

Moderating effect of the extension fit and involvement in the relationship between the parent heritage brand attitude and extension loyalty. Application to the monumental complex of the Alhambra and the Generalife

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