Unique Brand Extension Challenges For Luxury Brands

Opportunity for luxury brands in China

What Makes Brands Elastic?The Influence of Brand Concept and Styles ofThinking on Brand Extension Evaluation

Why are some brands more elastic than others? Prior research shows that consumers are more accepting of extensions into distant product categories for brands with prestige concepts (Rolex) than for brands with functional concepts (Timex). In this article, the authors examine consumers’ style of thinking—analytic versus holistic thinking—to better understand the elasticity of prestige versus fun...

Why Do Consumers Buy Counterfeit Luxury Brands?

Vol. XLVI (April 2009), 247–259 247 © 2009, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Keith Wilcox is a doctoral candidate in Marketing (e-mail: [email protected]), and Sankar Sen is Professor of Marketing (e-mail: [email protected]), Baruch College, City University of New York. Hyeong Min Kim is Assistant Professor of Marketing, Carey B...

Luxury, Luxury Brand and Luxury Market in India: From Class Consumers to Closet Consumers

The luxury concept has throughout history played an important role in social life by being a clear indicator of knowledge and social class which has not changed at present but only becoming catchier. Today, the demand for luxury brands is ever increasing and brand offering is continuously on the rise.The luxury market is expanding rapidly in India on the back of economic deregulation, fast GDP ...

Free-Riding and Luxury Brands on the Internet

Luxury is a complex industrial activity whose products combine strong vertical differentiation and a meaning value for the consumer. Luxury offers experiences, the economy of which is based on signalling. This gives rise to intense intangible investment internalized by trademark law and vertical restraints in distribution. However, the extent of the added value and the power of externalities as...