Consumer Attitude Towards to Step-down Extension of Luxury Brand
70% of revenue for luxury firms come from accessible luxury markets. In order to make luxury brands to be more accessible to wider public clients, many luxury-brand companies apply brand extension to expand to accessible luxury markets. Step-down brand extension is an approach that can minimise dama...
| Main Author: | |
|---|---|
| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2010
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| Online Access: | https://eprints.nottingham.ac.uk/23926/ |
| _version_ | 1848792660960083968 |
|---|---|
| author | Chen, Hsing-Yu |
| author_facet | Chen, Hsing-Yu |
| author_sort | Chen, Hsing-Yu |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | 70% of revenue for luxury firms come from accessible luxury markets. In order to make luxury brands to be more accessible to wider public clients, many luxury-brand companies apply brand extension to expand to accessible luxury markets. Step-down brand extension is an approach that can minimise damages cause by brand extension, because it can keep attributes of core luxury brands, such as superior quality, design-led and strong emotional engagement. Hence it is curtail to understand the relationship between consumer attitude and step-down extension of luxury brands. In this research, different purchasing motives for step-down luxury brands and core brands will be examined and consumer attitude towards to both step-down luxury brand and core luxury brands will be investigated. |
| first_indexed | 2025-11-14T18:47:57Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-23926 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:47:57Z |
| publishDate | 2010 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-239262018-01-30T13:52:22Z https://eprints.nottingham.ac.uk/23926/ Consumer Attitude Towards to Step-down Extension of Luxury Brand Chen, Hsing-Yu 70% of revenue for luxury firms come from accessible luxury markets. In order to make luxury brands to be more accessible to wider public clients, many luxury-brand companies apply brand extension to expand to accessible luxury markets. Step-down brand extension is an approach that can minimise damages cause by brand extension, because it can keep attributes of core luxury brands, such as superior quality, design-led and strong emotional engagement. Hence it is curtail to understand the relationship between consumer attitude and step-down extension of luxury brands. In this research, different purchasing motives for step-down luxury brands and core brands will be examined and consumer attitude towards to both step-down luxury brand and core luxury brands will be investigated. 2010-09-22 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/23926/1/Dissertation_Hsing-Yu_Chen_4106358.pdf Chen, Hsing-Yu (2010) Consumer Attitude Towards to Step-down Extension of Luxury Brand. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Chen, Hsing-Yu Consumer Attitude Towards to Step-down Extension of Luxury Brand |
| title | Consumer Attitude Towards to Step-down Extension of Luxury Brand |
| title_full | Consumer Attitude Towards to Step-down Extension of Luxury Brand |
| title_fullStr | Consumer Attitude Towards to Step-down Extension of Luxury Brand |
| title_full_unstemmed | Consumer Attitude Towards to Step-down Extension of Luxury Brand |
| title_short | Consumer Attitude Towards to Step-down Extension of Luxury Brand |
| title_sort | consumer attitude towards to step-down extension of luxury brand |
| url | https://eprints.nottingham.ac.uk/23926/ |