| Original language | English |
|---|---|
| Pages (from-to) | 881-913 |
| Journal | Journal of Marketing Management |
| Volume | 31 |
| Issue number | 7-8 |
| Early online date | 6 Jan 2015 |
| DOIs | |
| Publication status | Published - 2015 |
Bibliographical note
Note: The authors would like to thank Banco Santander for providing funds enabling the first author to visit her co-authors at the University of Zaragoza and complete the final revisions of the manuscript.Impact: The study establishes the role of perceived extension value as a mediator of the relationships of brand attitude and of extension attitude with the purchase intention of vertical extensions of premium and luxury brands in two product categories. The product category affects some of the relationships in the model: the association between fit and perceived value is statistically significant only for the more conspicuous category of cars. No earlier study had undertaken such a comprehensive empirical analysis.
Keywords
- Business and management studies
- SEM-PLS
- luxury brand
- mediating variable
- perceived value
- purchase intention
- vertical brand extension