The Effect of a Limited-Edition Offer Following Brand Dilution on Consumer Attitudes Toward a Luxury Brand
Document Type
Article
Publication Date
9-1-2017
Publication Title
Journal of Retailing and Consumer Services
DOI
10.1002/mar.2128010.1016/j.jretconser.2017.05.009
ISSN
0969-6989
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.
Recommended Citation
Shin, Hyunju, Jacqueline K. Eastman, David L. Mothersbaugh.
2017.
"The Effect of a Limited-Edition Offer Following Brand Dilution on Consumer Attitudes Toward a Luxury Brand."
Journal of Retailing and Consumer Services, 38: 59-70.
doi: 10.1002/mar.2128010.1016/j.jretconser.2017.05.009
https://digitalcommons.georgiasouthern.edu/marketing-facpubs/105
