How far can luxury brands travel? Avoiding the pitfalls of luxury brand extension

Business Horizons

Volumn 52, Issue 2, 2009, Pages 187-197

  Reddy, Mergen ^a   Terblanche, Nic ^b   Pitt, Leyland ^c   Parent, Michael ^c  

^a Capgemini Consulting   (South Africa)

^b STELLENBOSCH UNIVERSITY   (South Africa)

^c SIMON FRASER UNIVERSITY   (Canada)

Author keywords

Brand extensions; Degree of adjacency; Luxury brands; Premium adjacency matrix

Indexed keywords

EID: 58849135384     PISSN: 00076813     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.bushor.2008.11.001     Document Type: Article

References (25)

1. Allen, K. (2007, September 1). Despite the turmoil, conspicuous consumption is still in vogue. The Guardian, p. 37.
2. Anderson E.W., Fornell C., and Lehmann D.R. Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing 58 3 (1994) 53-66
3. Anthony S.D., and Christensen C.M. Performance, convenience, price: What's your brand about?. Strategy and Innovation 1 4 (2003) 3-6
4. Balachander S., and Ghose S. Reciprocal spillover effects: A strategic benefit of brand extensions. Journal of Marketing 67 1 (2003) 4-13
5. Barry, J. (1964, August 23). Portrait of Chanel No. 1. The New York Times, pp. SM30-31, SM94.
6. Buzzell R.D. The PIMS program of strategy research: A retrospective appraisal. Journal of Business Research 57 5 (2004) 478-485
7. Buzzell R.D., and Gale B.T. The PIMS principles: Linking strategy to performance (1987), The Free Press, New York
8. Cohen, M. (2007, May). Defining global luxury. Paper presented at the ESOMAR 2007 Conference, Florence, Italy.
9. Czellar S. Consumer attitude toward brand extensions: An integrative model and research propositions. International Journal of Research in Marketing 20 1 (2003) 97-115
10. Deighton, J., Pitt, L. F., Dessain, V., Beyersdorfer, D., & Sjöman, A. (2006). Marketing Chateau Margaux (Case #507033). Boston: Harvard Business School Publishing.
11. Francke, L. B., Whitman, L., & Gilbert, S. (1976, March 22). Princess of fashion. Newsweek, 52.
12. Helyar J. Will Harley-Davidson hit the wall?. Fortune 146 3 (2002) 120-124
13. Jacobson R., and Aaker D.A. The strategic role of product quality. Journal of Marketing 51 4 (1987) 31-44
14. Keller K.L., and Sood S. Brand equity dilution. Sloan Management Review 45 1 (2003) 12-15
15. Meyvis T., and Janiszewski C. When are broader brands stronger brands? An accessibility perspective on the success of brand extensions. Journal of Consumer Research 31 2 (2004) 346-357
16. Nueno J.L., and Quelch J.A. The mass marketing of luxury. Business Horizons 41 6 (1998) 61-68
17. Reddy M., and Terblanche N. How not to extend your luxury brand. Harvard Business Review 83 12 (2005) 20-24
18. Ries A., and Trout J. Positioning: The battle for your mind (1982), Warner Books, New York
19. Smith J.W. The mainstreaming of affluence. Marketing Management 12 6 (2003) 52-53
20. Stern B.B. What does brand mean? Historical-analysis method and construct definition. Journal of the Academy of Marketing Science 34 2 (2006) 216-223
21. Styron W. Sophie's choice (1992), Vintage Books, New York
22. Sullivan M. Measuring image spillovers in umbrella-branded products. Journal of Business 63 3 (1990) 309-329
23. Szymanski D.M., Bharadwaj S.G., and Varadarajan P.R. An analysis of the market share-profitability relationship. Journal of Marketing 57 3 (1993) 1-18
24. Völckner F., and Sattler H. Drivers of brand extension success. Journal of Marketing 70 2 (2006) 18-34
25. Weigley R.F. A strategy for Pacific Ocean War. The American way of war: A history of United States military strategy and policy (1973), Macmillan, New York 242-268