Quenching the Desire For Luxury: Successful Lower-End Luxury Brand Extensions Satiate Brand Desire

Vanessa Patrick, University of Houston, USA
Sonja Prokopec, ESSEC Business School
Can buying a Gucci cap make you desire a Gucci handbag less? In three studies, we demonstrate that luxury brands can be diluted by successful lower-end luxury brand extensions based on the extent to which the extension is able to satiate consumer’s desire for the luxury brand experience.
[ to cite ]:
Vanessa Patrick and Sonja Prokopec (2015) ,"Quenching the Desire For Luxury: Successful Lower-End Luxury Brand Extensions Satiate Brand Desire", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 95-99.