The impact of gender on the evaluation of vertical line extensions of luxury brands: a cross-national study
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 1 April 2021
Issue publication date: 25 March 2022
Abstract
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 topic has received less attention in the luxury literature. At the same time, while research has examined brand/line extensions from an international perspective, the impact of gender on consumer purchase intentions of luxury downward line extensions in different countries has remained unexplored.
Design/methodology/approach
Based on an ANOVA design (2 extension types × 2 genders × 2 countries). The independent variables were ordered as follows: gender (male/female), vertical line extensions (upscale/downward) and country of living (France/USA). The purchase intention of the extension was chosen as the dependent variable.
Findings
The study results show that key differences exist between men and women regarding vertical luxury line extensions. For instance, women in both countries rate a new downward line extension of a luxury brand more positively than men. In contrast, although women evaluate a new upscale line extension of a luxury brand similarly to men in France, women are more positive than men in the USA. Also, US men rate an upscale extension less positively than their French counterparts. Finally, women in both countries rate luxury downward extensions more positively than men.
Originality/value
This study contributes to the literature of luxury brand management by examining how gender types process and respond to upscale and downward luxury line extensions versus purchase intentions in two different countries. This paper is unique as gender types are not often compared in previous research while fundamental distinctions exist, leading to significant differences. Practically, this study also provides key insights for marketing strategy development and adjustment for luxury manufacturers in terms of their target market, more specifically men versus women.
Keywords
Acknowledgements
This research has been funded by a Faculty Research Grant from the American University of Sharjah Research Office with no potential conflict of interest.
Citation
Boisvert, J. and Ashill, N.J. (2022), "The impact of gender on the evaluation of vertical line extensions of luxury brands: a cross-national study", Journal of Product & Brand Management, Vol. 31 No. 3, pp. 484-495. https://doi.org/10.1108/JPBM-09-2020-3119
Publisher
:Emerald Publishing Limited
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