The impact of branding strategies on horizontal and downward line extension of luxury brands: A cross-national study

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Title

The impact of branding strategies on horizontal and downward line extension of luxury brands: A cross-national study

Content partner

Victoria University of Wellington

Collection

Open Access Victoria University of Wellington

Description

Purpose: The purpose of this paper is to empirically assess the impact of branding strategies on horizontal and downward line extensions of French luxury brands in a cross-national context (France vs USA). Design/methodology/approach: This study is based on a two line extensions (horizontal/downward) × three branding strategies (direct brand/sub-brand/standalone brand) x two country (France/USA) between-subjects ANOVA design. Findings: The study shows that the subtyping effect created by a su...

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Format

Research paper

Research format

Scholarly text / Journal article

Date created

2018

Creator

J Boisvert / Nicholas Ashill

URL

https://figshare.com/articles/journal_contribution/The_impact_of_branding_strategies_on_horizonta...

Related subjects

Marketing not elsewhere classified / Tourism not elsewhere classified / Other commerce, management, tourism and services not elsewhere classified / Country of origin / Luxury brands / Branding strategies / Downward extensions / Horizontal extensions / Marketing / Business and Management not elsewhere classified

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