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

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.



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 95-99.

Authors

Vanessa Patrick, University of Houston, USA
Sonja Prokopec, ESSEC Business School



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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