This paper analyzes the effects that the step-down line extension of a luxury brand has on attitudes toward the core brand. This before-and-after quasi-experimental study shows that the step-down line extension of the Armani brand negatively influences the affective component of the core brand...

This research focuses on retail branding in France. A qualitative study aims at identifying which are the specific dimensions of brand equity to be adapted to retail brands and which feedback effects of brand extension can occur on the image of retailer when a retail brand (which is the extended...