The Advantage of Low-Fit Brand Extensions: Addressing the Paradox of Exclusive Brands

Silvia Bellezza, Columbia Business School, USA
Anat Keinan, Harvard Business School, USA
We examine high-fit versus low-fit downward brand extensions in the domain of luxury and symbolic brands. Adding a novel brand membership perspective, we demonstrate that low-fit extensions can reinforce, rather than dilute, the brand image because these extensions do not allow their users to claim membership into the brand community.
[ to cite ]:
Silvia Bellezza and Anat Keinan (2015) ,"The Advantage of Low-Fit Brand Extensions: Addressing the Paradox of Exclusive Brands", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 95-99.