Evaluation of brand extensions:the case of fragrances

• Autor(a) principal: Figueiredo, José António
• Data de Publicação: 2016
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.15/1766
• topic: Luxury branding; Brand extensions; Fragrances; Marketing strategy

Purpose: To explore the intentions and the influences that determine the consumption of fragrances, inferring about the symbolic meaning of its purchase. Additionally, it tries to evaluate whether fragrances are a success, as an extension of a luxury brand. Fragrances are part of the market of personal luxury goods, which represents the second most important segment of the luxury industry. Luxury brands have been implementing new marketing strategies, such as the use of brand extensions. Design/methodology/approach: This study adopts a qualitative approach in the form of in-depth interviews with consumers of fragrances. This involved interviews with 15 regular consumers of fragrances in a luxury fashion store in the region of Lisbon. Findings: This research indicates that fragrances are a fundamental product, used in a daily basis, which allows the consumers to show some distinctive personal characteristics. Respondents see the fragrances used as an extension of a luxury brand as a success, particularly to the brand, which could be a sign of an improved level of investments in the future, in this type of strategy, from the owners of the luxury brands. Originality/value: An empirical understanding of the importance of extensions in the strategic marketing of luxury brands could be an effective support to luxury brand management.