دانلود رایگان مقاله انگلیسی محصول لوکس برای گسترش برند خدمات و انتقال ارزش برند - الزویر 2018

ABSTRACT

The aim of the present study is to establish a framework for the study of luxury brand extension and to discover whether the brand equity of the parent product brand can be transferred to the extended service brand. Despite many benefits achieved by implementing successful brand extension strategies in the luxury industry, there are several obstacles that negatively influence both the extended brand and the parent brand. Because a negative effect of the vertical brand extension was found in past studies, this study focused on the horizontal brand extension to evaluate and predict possible positive outcomes in the horizontal brand extension process. Thus, this study investigates the role of brand equity, especially when the luxury brand was used to introduce upscaled service brands, in relation to a theoretical framework of brand equity. Additionally, the difference in the purchase intention among demographic groups was examined as it might offer an opportunity for developing a new strategy.

5. Conclusions and implications

Luxury brand extensions are always tempting for luxury companies and marketers because they can leverage their brand asset based on their strong brand image. Brand extension strategies can reduce the cost of introducing new products and increase the success rate through communication with loyal consumers. However, potential risks, such as failure of introducing the new brand, diluting the popular parent brand image, cannibalization of the original brand, and reducing the market share of the parent brand, exist. Thus, luxury companies should consider brand extension strategies as an opportunity, but also note the possible negative consequences. In this context, horizontal brand extension, which introduces the new products into a new category, may help to reduce the potential risks and expand their product spectrum. In this study, the positive effect of brand equity of the luxury automobile brand was found in brand extension into the rental car service category. Luxury brands are able to use horizontal brand extension strategies to promote a luxury experience to a wider consumer base in the service setting with minimum risk. In addition, since there is a difference between consumers’ demographic backgrounds, marketers should develop the extended service brand to meet the needs of the different consumer segments.