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Showing 1 to 2 of 2 for “"Luxury brand extension"”.
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The Impact of Brand Equity on Luxury Horizontal Brand Extension
A recent trend in the luxury industry reveals that many companies are using brand extension strategies to leverage their assets among competitors. Despite the popularity of the luxury brand extensions, limited research has been conducted to determine its effectiveness. This study proposed the …
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The Moderating Effects of Consumers’ Awareness of a Parent Lodging Company’s Ownership of a Luxury Hotel Brand on Consumers’ Overall Attitude
Acquiring an upward brand extension in a luxury market creates a dilemma for a functional-oriented parent company to express this ownership due to the renowned brand image of the luxury hotel. The purpose of this study is to identify the moderating effects of consumers’ awareness of a functional …