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2011
- handle: 10670/1.460zb4
- halshs: halshs-00644899
info:eu-repo/semantics/OpenAccess
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F. Magnoni et al., « Stretching a luxury brand down: An experimental study of core brand dilution effects », HAL-SHS : droit et gestion, ID : 10670/1.460zb4
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This paper analyzes the effects that the step-down line extension of a luxury brand has on attitudes toward the core brand. This before-and-after quasi-experimental study shows that the step-down line extension of the Armani brand negatively influences the affective component of the core brand attitude for customers and non-customers. However, the conative component of this core brand attitude decreases for the brand customers and increases for non-customers. Other factors that affect core brand dilution are similarity in quality, branding strategy, distribution channel and self-brand connections.