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.