Luxury Brand Extensions and Perceived Luxury

2021 ◽  
Author(s):  
Nicole Stegemann ◽  
Sara Denize
Keyword(s):  
Careful Consideration ◽  
Consumer Perceptions ◽  
Brand Extensions ◽  
Adverse Impact ◽  
Brand Value ◽  
Luxury Brand ◽  
Corporate Interests ◽  
The Impact

Luxury-brand managers must balance optimising brand value while simultaneously maintaining the exclusivity of the brand. Corporate interests increase the focus towards strategies that return greater profit for the business. For example, managers may consider brand extensions or greater channel exposure to increase revenues. However, these strategies may have an adverse impact on brand exclusivity. The damage to over-stretched brands like Pierre Cardin and Gucci has been attributed, in part, to the use of brand extensions and increased distribution. This article examines the impact of brand extensions on consumer perceptions of luxury. Careful consideration of the degree of fit of the extension with the luxury brand as well as the channel exposure offers mechanisms for brand managers to extract greater profit from the brand while maintaining luxury-brand perceptions.

scholarly journals Unique Brand Extension Challenges For Luxury Brands

2011 ◽  
Vol 4 (10) ◽  
Author(s):  
Nicole Stegemann
Keyword(s):  
Brand Equity ◽  
Marketing Strategies ◽  
Brand Extensions ◽  
Luxury Brands ◽  
Font Size ◽  
Demand And Supply ◽  
Luxury Brand ◽  
Parent Brand ◽  
Luxury Market ◽  
The Impact

<p class="MsoBodyTextIndent3" style="line-height: normal; margin: 0in 34.2pt 0pt 0.5in;"><span style="font-style: normal;"><span style="font-size: x-small;"><span style="font-family: Times New Roman;">This article addresses the impact of brand extensions on the brand equity of luxury brands.<span style="mso-spacerun: yes;">&nbsp; </span>A review of the developments in the luxury market has shown significant changes in demand and supply sides.<span style="mso-spacerun: yes;">&nbsp; </span>The luxury market has been growing rapidly over the last 20 years, and luxury brands, formerly reserved for a small group of privileged individuals, are now available to more consumers.<span style="mso-spacerun: yes;">&nbsp; </span>Meanwhile, luxury goods manufacturers have been applying new marketing strategies, and extending their brands without any insights as to the consequences for their brands.<span style="mso-spacerun: yes;">&nbsp; </span>Despite these changes, little research has investigated the luxury market.<span style="mso-spacerun: yes;">&nbsp; </span>Therefore, a systematic review has been undertaken regarding the nature of luxury brands and research measuring individual luxury brand equity elements such as attitudes and perceptions.<span style="mso-spacerun: yes;">&nbsp; </span>Deviating results in the application of concepts for non-luxury brands to luxury brands have been found due to the abstract and emotional nature of luxury brands.<span style="mso-spacerun: yes;">&nbsp; </span>These results support the development of distinct brand equity constructs for luxury brands.<span style="mso-spacerun: yes;">&nbsp; </span>The main focus of this article is the impact of luxury brand extensions on the parent brand&rsquo;s equity and the proposal of a framework to allow the impact to be measured.</span></span></span></p>

scholarly journals The effect of vertical brand extensions on consumer-brand relationships in South Africa

2017 ◽  
Vol 48 (1) ◽  
pp. 1-10 ◽  
Author(s):  
O. Muroyiwa ◽  
R. Abratt ◽  
M. Mingione
Keyword(s):  
South African ◽  
Negative Impact ◽  
Brand Extensions ◽  
Brand Commitment ◽  
Luxury Brands ◽  
Brand Relationships ◽  
Brand Attachment ◽  
Luxury Brand ◽  
Vertical Step ◽  
The Impact

The purpose of this research is to evaluate the impact of the introduction of vertical brand extensions on Consumer-Brand Relationships (CBRs) in the mobile phone market. In particular, we aim at exploring the effect vertical brand extensions that luxury and functional brands have on consumers’ perceptions, as well as the effect the extensions will have on CBRs. This study pursues a quantitative approach, developing and testing four hypotheses on the influence vertical brand extensions have on four CBR-related constructs, namely brand attachment, brand trust, brand commitment and brand identification. The elicited context is the South African market and the selected brands are Apple, to represent luxury brands, and Samsung, representative of functional brands. Results only partially confirm previous research on vertical brand extension. Supporting previous studies, a vertical step-down extension has been found to have a stronger negative impact on brand commitment for the luxury brand than for the functional one. However, findings disconfirm the literature in revealing a stronger negative impact on the functional brand than the luxury brand and a positive effect on the brand attachment of both brands, especially the functional brand.

Insider Trading: A White-Collar Crime and its Impact on Share Market

Think India ◽  
2014 ◽  
Vol 17 (3) ◽  
pp. 22-24
Author(s):  
Sreekumar Ray
Keyword(s):  
Stock Market ◽  
Insider Trading ◽  
White Collar Crime ◽  
White Collar ◽  
Adverse Impact ◽  
High Ranking ◽  
Internal Information ◽  
Indian Stock Market ◽  
The Impact

Since inception, the growth of the Indian stock market has been constrained through unethical, illegal and self-actualized activities of swanky persons involved in different capacities in the market. The stock market was trying to retrieve itself from the devastating effect of Harshad Mehta share market scam, when within a gap of ten years it was once again pushed into the darkness of the dungeon by another demon-child of the country- Ketan Parekh. Corporations have been looted by the insider traders, diversifying internal information to an external in lieu of cash. Investigations in the majority cases have proved the involvement of the high ranking officers of the companies in the crime, sophistically referred to as white-collar crime. It has an adverse impact on the growth and sustainability of the share market. Under the light of the above issue, this paper endeavors to study the impact of such crime on the share market. It focuses on the mechanism behind the insider-trading, its impact on the share market and the regulators supervision on the issue. Finally, suggestions have been provided which will contribute towards the dream of every Indian-a fraud-free share market focusing towards the overall development of the country.

1033 REDUCING NITROGEN FERTILIZER APPLICATIONS BY BALANCING THE NITROGEN SULFUR RATIO

HortScience ◽  
1994 ◽  
Vol 29 (5) ◽  
pp. 576d-576
Author(s):  
Ellen T. Paparozzi
Keyword(s):  
Groundwater Contamination ◽  
Nitrogen Fertilizer ◽  
Nutrient Balance ◽  
Ornamental Plants ◽  
Consumer Perceptions ◽  
Consumer Acceptance ◽  
Statistical Techniques ◽  
Physiological Processes ◽  
The Impact ◽  
Future Plans

Fertilizer particularly nitrogen is part of the concern about groundwater contamination. Many floricultural and ornamental plants do not need the high rates of nitrogen that are typically recommended. However, whenever one alters the quantity of a given nutrient the overall nutrient balance, as well as other physiological processes, changes. A brief overview of our research on poinsettias, roses, and chrysanthemums will be presented. Suggested ratios, critical S levels and nutrient problems associated with incorrect balances will be shared. Limitations due to statistical methods and the impact nutrient balance has on certain plant processes such as flowering and coloring and thus, consumer acceptance will be summarized. Future plans in this area may focus on the need for new statistical techniques, nutrient acquisition by roots and consumer perceptions of plant quality.

How Does Public Debt Affect the Indian Macroeconomy? A Structural VAR Approach

2020 ◽  
Vol 14 (3) ◽  
pp. 253-284
Author(s):  
Ranjan Kumar Mohanty ◽  
Sidheswar Panda
Keyword(s):  
Economic Growth ◽  
Interest Rate ◽  
Public Debt ◽  
Positive Impact ◽  
Decomposition Analysis ◽  
Structural Var ◽  
Adverse Impact ◽  
Mixed Effect ◽  
Domestic Debt ◽  
The Impact

The study investigates the macroeconomic effects of public debt in India during 1980–2017 using a structural vector autoregression framework. The objective is to examine the impact of public debt on the interest rate, investment, inflation and economic growth in India. The results of the impulse response functions show that public debt has an adverse impact on economic growth but a positive impact on the long-term interest rate in the short run and a mixed effect (both negative and positive) on investment and inflation. We also find that domestic debt has a more adverse impact on the economy than external debt. The estimated variance decomposition analysis finds that much of the variation in selected macro variables are explained by public debt and growth in India. This study suggests that public debt especially domestic debt should be controlled and channelled productively to have a favourable impact on the economy. JEL Classification: H63, O40, C40

Interrelationship Among Competition, Diversification and Liquidity Creation: Evidence from Indian Banks

2021 ◽  
Vol 15 (2) ◽  
pp. 183-204
Author(s):  
Pankaj Sinha ◽  
Naina Grover
Keyword(s):  
Inverse Relationship ◽  
Consumer Welfare ◽  
Adverse Impact ◽  
Public And Private ◽  
Jel Codes ◽  
Trade Off ◽  
Private Banks ◽  
Indian Banks ◽  
The Impact

This study analyses the impact of competition on liquidity creation by banks and investigates the dynamics between diversification, liquidity creation and competition for banks operating in India during the period from 2005 to 2018. Using the broad and narrow measures of liquidity creation, an inverse relationship is determined between liquidity creation and competition. The study also indicates a trade-off between pro-competitive policies to improve consumer welfare and the liquidity-destroying effects of competition, and it highlights how diversification affects liquidity creation. Highly diversified banks in India create less liquidity compared with less-diversified banks, both public and private. The liquidity-destroying effects of competition is intensified among highly diversified private banks, which suggest that diversification has not moderated the adverse impact of competition. JEL Codes: G01, G18, G21, G28

scholarly journals Enhancing Learning Through Reflection– A Case Study of SEEU

SEEU Review ◽  
2017 ◽  
Vol 12 (1) ◽  
pp. 53-68 ◽  
Author(s):  
Brikena Xhaferi ◽  
Gezim Xhaferi
Keyword(s):  
Critical Thinking ◽  
Learning Strategies ◽  
Thinking Skills ◽  
Careful Consideration ◽  
Critical Thinking Skills ◽  
Good Tool ◽  
Self Reflection ◽  
Positive Attitudes ◽  
Study Results ◽  
The Impact

Abstract Learning through reflection is one of the most interesting experiences that students might have. It is considered a very good tool for self-assessing learning. It is believed that “teachers who promote reflective classrooms ensure that students are fully engaged in the process of making meaning” (Costa and Kallick, 2008, para.5). Dewey (1991) was among the first researchers who based his work and research on the positive roles that reflection plays in fostering self-reflection and critical thinking. He has defined it as an active, persistent and careful consideration of any belief. Reflections give students opportunities to think and reflect about their learning and note down the obstacles they might face during this process. The present study aims to investigate the impact of journal writing in promoting critical-thinking skills, and its impact on enhancing learning. The study uses two instruments, a student refection journal and an interview. Also, Marzano’s New Taxonomy of Educational Objectives developed in 2000 was used in the third phase of the study. This Taxonomy contains Three Systems: the Self-system, the Metacognitive system and the Cognitive system. The overall study results show that reflection journals help students to become more independent learners, reflect on their learning experiences and identify the most useful learning strategies. Most importantly, all study participants hold positive attitudes towards reflection and they consider it as a valuable tool which can increase learning.

scholarly journals When Machines Take the Beans: Ex-Ante Socioeconomic Impact Evaluation of Mechanized Harvesting of Mungbean in Bangladesh and Myanmar

Agronomy ◽  
2021 ◽  
Vol 11 (5) ◽  
pp. 925
Author(s):  
Lutz Depenbusch ◽  
Cathy Rozel Farnworth ◽  
Pepijn Schreinemachers ◽  
Thuzar Myint ◽  
Md Monjurul Islam ◽  
...  
Keyword(s):  
Well Being ◽  
Careful Consideration ◽  
Women Farmers ◽  
Men And Women ◽  
Farm Work ◽  
Weather Shocks ◽  
Budget Analysis ◽  
Ex Ante ◽  
The 1960S ◽  
The Impact

Agricultural mechanization has spread across much of Asia since the 1960s. It has increased agricultural productivity and reduced arduous farm work. However, differing impacts for smallholders and hired laborers, and for men and women, require careful consideration. This study analyzed, ex-ante, the likely social and economic tradeoffs of mechanizing the mungbean harvest in Bangladesh and Myanmar. We used a mixed methods approach combining survey data from 852 farm households with in-depth interviews in four villages. Partial budget analysis shows that mechanical harvesting of mungbean is not yet profitable for most farms. There is nevertheless an incentive to mechanize as the associated timeliness of the harvest reduces the risk of harvest losses from weather shocks. Men and women farmers expect time savings and reduced drudgery. The results confirm that hired workers depend on manual harvesting for income and status in both countries. Most hired workers are landless married women with limited access to other sources of income. In the short term, farmers are likely to combine manual harvests and a final mechanized harvest of the indeterminate crop. This could mediate the impact on hired workers. However, in the long term, it will be necessary to facilitate income-generating opportunities for women in landless rural families to maintain their well-being and income.

scholarly journals Online Recruitment: A Cognitive Perspective of Job Seekers in Nepal

2018 ◽  
Vol 2 (1) ◽  
pp. 1-17 ◽  
Author(s):  
Bishwash Raj Poudel
Keyword(s):  
Social Cognitive ◽  
Careful Consideration ◽  
Outcome Variable ◽  
It Adoption ◽  
Job Seekers ◽  
Technology Deployment ◽  
Use Of Technology ◽  
Online Recruitment ◽  
Facilitating Conditions ◽  
The Impact

IT adoption is more than just technology deployment; it requires careful consideration of social-cognitive factors. With this premise, in this paper, the behavioral intention of job seekers to use online recruitment services in Nepalese context has been examined on the basis of five determinants: Performance expectancy, Effort expectancy, Subjective Norms, Objective Norms and Facilitating conditions. The impact of predictor on outcome variable is examined using multiple regression analysis. The unified theory of acceptance and use of technology (UTAUT) has been used as basic foundation of the study.

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