Dissimilar Extensions Effect on Prestige Brand Image

Theodoro Agostinho Peters, Fei Ignatian Educational Foundation University
The impact of dissimilar extensions on prestige brands via experiment 2x4 – two brands of clothing and four extensions which varies in similarity from intermediate to weak – tests the dilution effect on parent brand image. Results show stronger brand suffers greater dilution effect, and confirm limits for prestige brands´ extensions.
[ to cite ]:
Theodoro Agostinho Peters (2014) ,"Dissimilar Extensions Effect on Prestige Brand Image", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 805-805.