The spillover effect of downward line extensions on U.S. consumers' evaluation of a French luxury parent brand : the role of branding strategies, authenticity, and fit
Jean Boisvert, Nicholas J. Ashill
| Year of publication: |
2018
|
|---|---|
| Authors: | Boisvert, Jean ; Ashill, Nicholas J. |
| Subject: | branding strategies | downward extensions | extension authenticity | extension fit | luxury brands | spillover effect | Markenführung | Brand management | Spillover-Effekt | Spillover effect | Luxusgüter | Luxury goods | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Frankreich | France | Markenartikel | Brand | Glaubwürdigkeit | Credibility |
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