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.
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.
Vanessa Patrick, University of Houston, USA
Sonja Prokopec, ESSEC Business School
NA - Advances in Consumer Research Volume 43 | 2015
When Consumers Choose for Others, Their Preferences Diverge from Their Own Salient Goals
Olya Bullard, University of Winnipeg
D3. Social Exclusion and WOM about Past versus Future Experiences
Melis Ceylan, Koc University, Turkey
Ezgi Akpinar, Koc University, Turkey
Selin Atalay, Frankfurt School of Finance and Management, Germany
Consumers’ Trust in Algorithms
Noah Castelo, Columbia University, USA
Maarten Bos, Disney Research
Donald Lehmann, Columbia University, USA