Narrow, Powerful, and Public: The Influence of Brand Breadth in the Luxury Market

14 Pages Posted: 30 Apr 2018

See all articles by Youngseon Kim

Youngseon Kim

Central Connecticut State University

Nikki Wingate

University of Bridgeport - School of Business

Date Written: April 2017

Abstract

Although the current literature in brand extensions is replete with studies in both line and category extensions, the effect of brand breadth (magnitude of the category extensions) is still yet to be thoroughly examined. Few researchers have focused on brand breadth, to suggest when to choose a narrow (vs. broad) brand extension strategy. Accordingly, no theoretical explanations support the coexistence of both narrow brands (i.e., brands with extensions in similar categories) and broad brands (i.e., brands with extensions in dissimilar categories), particularly in the luxury market. In order to provide guidelines for luxury marketers to enhance overall brand equity, we investigate conditions under which narrow brands are more strongly preferred to broad brands in the luxury market, using a total of 389 respondents recruited via Amazon M-turks and 230 university volunteers in four experiments. Findings demonstrate that narrow brands are liked more than broad brands only with consumers who feel powerful and desire status, and especially when the consumption occurs in public. Highlighting the importance of brand breadth, the current research contributes to the literature in brand extensions and luxury branding by supplying theoretical guidelines to formulate successful brand extension strategies for luxury marketers.

Keywords: Luxury brands, Brand breadth, Narrow brands, Broad brands, Brand extensions, Power, Status, Public consumption

Suggested Citation

Kim, Youngseon and Wingate, Nikki, Narrow, Powerful, and Public: The Influence of Brand Breadth in the Luxury Market (April 2017). Journal of Brand Management, Vol. 24, Issue 5, 2017. Available at SSRN: https://ssrn.com/abstract=3170306 or http://dx.doi.org/10.1057/s41262-017-0043-7

Youngseon Kim (Contact Author)

Central Connecticut State University ( email )

1615 Stanley St
Maria Sanford Hall - Room 304
New Britain, CT 06053
United States

Nikki Wingate

University of Bridgeport - School of Business ( email )

126 Park Avenue
Bridgeport, CT 06601
United States

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