Drivers of successful luxury fashion brand extensions: cases of complement and transfer extensions


Eren-Erdogmus I. , AKGÜN İ. , Arda E.

JOURNAL OF FASHION MARKETING AND MANAGEMENT, cilt.22, sa.4, ss.476-493, 2018 (SSCI İndekslerine Giren Dergi) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 22 Konu: 4
  • Basım Tarihi: 2018
  • Doi Numarası: 10.1108/jfmm-02-2018-0020
  • Dergi Adı: JOURNAL OF FASHION MARKETING AND MANAGEMENT
  • Sayfa Sayıları: ss.476-493

Özet

Purpose In recent years, brand extension has become a popular and fundamental strategy of most luxury brands. The purpose of this paper is to clarify the factors that affect the success of luxury brand extensions by incorporating luxury brand value perceptions, parent brand attitude, fit perceptions and consumers' product category involvement and innovativeness in a holistic model. The model is tested for two hypothetical luxury brand extensions types: complement and transfer.