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