Title

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

10.1016/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.

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