Royo-Vela, Marcelo; Pérez Sánchez, Mónica - In: European research on management and business economics 28 (2022) 3, pp. 1-10
). Findings confirm that extension in new segments could negatively affect the brand concept perception of the parent luxury brand …. These results indicate that (a) the brand concept consistency is affected by down-price brand extension, (b) due to brand … managerial point of view, this type of brand extension can be less positive than expected, generating negative effects against …