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Consumers and luxury brand extensions: Factors which influence purchase of fragrances

Strategic Direction

ISSN: 0258-0543

Article publication date: 5 October 2020

Issue publication date: 19 October 2020

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Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Many luxury brands deploy brand extension strategies to add fragrances to their product portfolio. To succeed, firms must ensure a close fit between parent brand and extension so that the brand quality remains consistent. It is equally imperative that marketers are aware that consumers are more motivated to purchase fragrances for the emotional value they provide rather than for their functionality.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Keywords

Citation

(2020), "Consumers and luxury brand extensions: Factors which influence purchase of fragrances", Strategic Direction, Vol. 36 No. 11, pp. 9-11. https://doi.org/10.1108/SD-09-2020-0158

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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