We investigate a tool, namely visual art, which enables firms to increase the extendibility of their brands. Extant research proposes that successful brand extensions depend on favorable brand image and high perceived fit between the brand and the extension category. We propose that the presence...

Visual art is a complex stimulus. Drawing on extant theory that the interplay of affect and cognition evoked by a stimulus drives evaluations, we develop a generalizable model for the perception and evaluation of visual art. In three stages, we develop scaled measurements for the affective and...

Unique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field. Featuring contributions from an international team of top-level researchers,...

Luxury branding is a topic of growing importance for marketing practitioners and academics alike. In affluent societies, and increasingly in poor ones, luxury has an allure beyond mere practical necessities. Indeed, some would argue that the luxury industry epitomizes the phrase “marketing is...