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Journal of Global Fashion Marketing Volume 10, 2019 - Issue 4
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Articles

The dilemma of luxury brand extensions

奢侈品品牌延伸的困境

Kostoula MargaritiDepartment of Economics, Aristotle University of Thessaloniki, Thessaloniki, GreeceCorrespondence[email protected]
,
Christina BoutsoukiDepartment of Economics, Aristotle University of Thessaloniki, Thessaloniki, Greece
&
Leonidas HatzithomasDepartment of Business Administration, University of Macedonia, Thessaloniki, GreeceORCID Iconhttps://orcid.org/0000-0002-1478-725X
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Pages 305-323 | Received 11 Feb 2019, Accepted 23 Jul 2019, Published online: 30 Aug 2019

Citations (12)

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Read on this site (3)

Van Chien Duong & Billy Sung. (2021) Examining the role of luxury elements on social media engagement. Journal of Global Fashion Marketing 12:2, pages 103-119.
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Victor Chukwunweike Nwokocha. (2021) Small and Medium Scale Enterprises and the Utilization of Strategic Alliance: The Effect of Spatiality in Emerging Markets Economy. Production & Manufacturing Research 9:1, pages 264-280.
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Eunju Ko. (2020) Luxury brand advertising: theory and practice. International Journal of Advertising 39:6, pages 757-760.
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Articles from other publishers (9)

Yue He, Zan Mo, Xiuqi Wan, Mengyin Li & Huijian Fu. (2023) Who will embrace upward line extension? The role of power distance belief. Journal of Retailing and Consumer Services 75, pages 103475.
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Shadma Shahid, Jamid Ul Islam, Rahela Farooqi & George Thomas. (2021) Affordable luxury consumption: an emerging market's perspective. International Journal of Emerging Markets 18:2, pages 316-336.
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Defeng Yang, Xi Lei, Liang Hu, Yu Sun & Xiaodan Yang. (2022) Brand stigmatization: how do new brand users influence original brand users?. Journal of Brand Management 30:1, pages 77-94.
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Lidan Xu & Ravi Mehta. (2022) Technology devalues luxury? Exploring consumer responses to AI-designed luxury products. Journal of the Academy of Marketing Science 50:6, pages 1135-1152.
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Marcelo Royo-Vela & Mónica Pérez Sánchez. (2022) Downward price-based luxury brand line extension: Effects on premium luxury buyer's perception and consequences on buying intention and brand loyalty. European Research on Management and Business Economics 28:3, pages 100198.
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Jean Boisvert & Nicholas J. Ashill. (2022) The impact of luxury brand status signaling, extension authenticity and fit on luxury line extension evaluation: a cross-national study. International Marketing Review 39:2, pages 395-422.
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Jose Figueiredo & Vasco Eiriz. (2020) Fragrances' luxury brand extension: consumer behaviour and influences. EuroMed Journal of Business 16:2, pages 241-258.
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Eunju Ko. (2021) Bridging Asia and the world: Searching for academic excellence and best practice in marketing and management. Journal of Business Research 124, pages 813-817.
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Woo Li Ko, Sang Yong Kim, Jong-Ho Lee & Tae Ho Song. (2020) The effects of strategic alliance emphasis and marketing efficiency on firm value under different technological environments. Journal of Business Research 120, pages 453-461.
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