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The effect of a limited-edition offer following brand dilution on consumer attitudes toward a luxury brand |
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| Institution: | 1. INSEEC Business School, 27 Avenue Claude Vellefaux, 75010 Paris, France;2. IAE de Grenoble, Domaine Universitaire, BP 47, 38040, Grenoble Cedex 9, France;3. CERAG, France;1. Aix-Marseille Graduate School of Management IAE, CERGAM, Clos Guiot Puyricard, CS 30063, 13089, Aix-en-Provence Cedex 2, France;2. David Nazarian, College of Business and Economics, 18111 Nordhoff Street, Northridge, CA 91330, USA;1. Chair of innovative Brand Management, University of Bremen, Hochschulring 4, 28359 Bremen, Germany;2. Faculty of Behavioural Sciences, Marketing Communication and Consumer Psychology, University of Twente, 7500 AE Enschede, the Netherlands |
| Abstract: | This research examines the impact of a luxury limited-edition offer in the face of core brand image dilution of a luxury brand. Through utilizing two millennial subgroups (college- vs. post-college age) as research participants in two studies, the findings suggest that in a brand dilution condition, the limited-edition product enhances consumers’ attitudes toward the luxury brand and that these effects are more pronounced for consumers with a higher self-presentation motive. We also find that college-age millennials are more strongly influenced by social influences than post-college age millennials. The implications for academic researchers and luxury brand retail managers are discussed. |
| Keywords: | Luxury branding Limited-edition Brand extension Retail brand management Millennials |
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