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The impact of branding strategies on horizontal and downward line extension of luxury brands

Boisvert, Jean; Ashill, Nicholas J. - In: International Marketing Review 35 (2018) 6, pp. 1033-1052

Purpose: The purpose of this paper is to empirically assess the impact of branding strategies on horizontal and downward line extensions of French luxury brands in a cross-national context (France vs USA). Design/methodology/approach: This study is based on a two line extensions...

Persistent link: https://www.econbiz.de/10012072558

The spillover effect of downward line extensions on U.S. consumers’ evaluation of a French luxury parent brand : The role of branding strategies, authenticity, and fit

Boisvert, Jean; Ashill, Nicholas J. - In: Psychology & Marketing 35 (2018) 10, pp. 740-751

Persistent link: https://www.econbiz.de/10012083915

The impact of luxury brand status signaling, extension authenticity and fit on luxury line extension evaluation : a cross-national study

Boisvert, Jean; Ashill, Nicholas J. - In: International marketing review 39 (2022) 2, pp. 395-422

Persistent link: https://www.econbiz.de/10013396206

The reciprocal impact of vertical service line extensions on parent brands : the roles of innovativeness, quality, and involvement

Boisvert, Jean - In: Managing service quality : MSQ ; an international journal 22 (2012) 6, pp. 546-564

Persistent link: https://www.econbiz.de/10009692810

The impact of vertical service line extensions and brand salience on reciprocal transfer of image and performance associations

Boisvert, Jean - In: Journal of service research : JSR 15 (2012) 4, pp. 443-459

Persistent link: https://www.econbiz.de/10009673017

Conceptualisation and modelling of the process behind brand association transfer

Boisvert, Jean - In: International journal of market research : JMRS ; the … 53 (2011) 4, pp. 541-556

Persistent link: https://www.econbiz.de/10009268684

The impact of gender on the evaluation of vertical line extensions of luxury brands : a cross-national study

Boisvert, Jean; Ashill, Nicholas Jeremy - In: Journal of Product & Brand Management 31 (2021) 3, pp. 484-495

Purpose: The purpose of this study is to assess the extent to which gender impacts the evaluation of vertical line extensions of luxury brands in a cross-national context. The topic of brand/line extensions has been investigated in the mainstream branding literature. On the other hand, the...

Persistent link: https://www.econbiz.de/10012541360

The impact of perceived innovativeness, branding strategy and parent brand salience on the reciprocal transfer of core associations

Boisvert, Jean; Burton, Suzan - In: International journal of business excellence 2 (2009) 3/4, pp. 346-359

Persistent link: https://www.econbiz.de/10003879604

Towards a better understanding of factors affecting transfer of brand associations

Boisvert, Jean; Burton, Suzan - In: The journal of consumer marketing 28 (2011) 1, pp. 57-66

Persistent link: https://www.econbiz.de/10009009744

Reciprocal transfer of brand associations between service parent brands and upward line extensions : an accessibility-diagnosticity perspective

Boisvert, Jean - In: Journal of service theory and practice : JSTP 26 (2016) 2, pp. 222-243

Persistent link: https://www.econbiz.de/10011515426

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