کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
882427 911938 2009 11 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The broad embrace of luxury: Hedonic potential as a driver of brand extendibility
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
The broad embrace of luxury: Hedonic potential as a driver of brand extendibility
چکیده انگلیسی

This research proposes a feelings-based account of brand extension evaluation and demonstrates that the promise of pleasure (hedonic potential) associated with luxury brands is a key driver of brand extendibility. In four studies, we contrast a luxury brand with a value brand. Both brand concepts lead to equally favorable brand evaluations, but the luxury brand concept results in more favorable brand extension evaluations due to the hedonic potential inherent in this concept. However, the luxury brand is shown to be sensitive to inconsistent brand cues, leading to diminished hedonic potential and consequently decreased brand and brand extension evaluations.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Consumer Psychology - Volume 19, Issue 4, October 2009, Pages 608–618
نویسندگان
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