The Broad Embrace of Luxury: Hedonic Potential as a Driver of Brand Extendibility

Journal of Consumer Psychology, Vol. 19, 2009

11 Pages Posted: 1 Jul 2012

See all articles by Henrik Hagtvedt

Henrik Hagtvedt

Boston College - Department of Marketing

Vanessa Patrick

University of Houston - C.T. Bauer College of Business

Date Written: 2009

Abstract

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.

Suggested Citation

Hagtvedt, Henrik and Patrick, Vanessa, The Broad Embrace of Luxury: Hedonic Potential as a Driver of Brand Extendibility (2009). Journal of Consumer Psychology, Vol. 19, 2009. Available at SSRN: https://ssrn.com/abstract=2086772

Henrik Hagtvedt

Boston College - Department of Marketing ( email )

Fulton Hall 450D
140 Commonwealth Ave
Chestnut Hill, MA 02467
United States

HOME PAGE: http://www.bc.edu/schools/csom/faculty/bios/hagtvedt.html

Vanessa Patrick (Contact Author)

University of Houston - C.T. Bauer College of Business ( email )

Houston, TX 77204-6021
United States

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