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All Outputs (3)

Value Creation for Luxury Brands through Brand Extensions: An Investigation of Forward and Reciprocal Effects (2013)
Journal Article
Albrecht, C., Backhaus, C., Gurzki, H., & Woisetschläger, D. M. (2013). Value Creation for Luxury Brands through Brand Extensions: An Investigation of Forward and Reciprocal Effects. Marketing ZFP, 35(2), 91-103. https://doi.org/10.15358/0344-1369_2013_2_91

Luxury brands such as Louis Vuitton, Gucci, or Chanel regularly expand beyond their core business and nowadays offer a wide range of products including accessories, perfumes, watches or jewelry, and even services. The use of brand extensions has beco... Read More about Value Creation for Luxury Brands through Brand Extensions: An Investigation of Forward and Reciprocal Effects.

Drivers of Brand Extension Success: What Really Matters for Luxury Brands (2013)
Journal Article
Albrecht, C., Backhaus, C., Gurzki, H., & Woisetschläger, D. M. (2013). Drivers of Brand Extension Success: What Really Matters for Luxury Brands. Psychology and Marketing, 30(8), 647-659. https://doi.org/10.1002/mar.20635

The use of brand extensions has become fundamental to the business model of most luxury brands. Many traditional luxury brands such as Louis Vuitton or Chanel have expanded into traditional luxury sectors beyond their core business. Some brands such... Read More about Drivers of Brand Extension Success: What Really Matters for Luxury Brands.