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The broad embrace of luxury: Hedonic potential as a driver of brand extendibility
Author(s) -
Hagtvedt Henrik,
Patrick Vanessa M.
Publication year - 2009
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2009.05.007
Subject(s) - brand extension , pleasure , advertising , brand equity , brand management , brand awareness , feeling , corporate branding , extension (predicate logic) , value (mathematics) , psychology , marketing , business , social psychology , mathematics , computer science , statistics , neuroscience , programming language
This research proposes a feelings‐based account of brand extension evaluation and demonstrates that the promise of pleasure (hedonic potential) associated with luxury brands is a key driver of brand extendibility. In four studies, we contrast a luxury brand with a value brand. Both brand concepts lead to equally favorable brand evaluations, but the luxury brand concept results in more favorable brand extension evaluations due to the hedonic potential inherent in this concept. However, the luxury brand is shown to be sensitive to inconsistent brand cues, leading to diminished hedonic potential and consequently decreased brand and brand extension evaluations.