Social and Behavioral Sciences Commons^™

Extending To Fashion Category: An Exploratory Study On An Auto Brand Extension, Langchao Zhang

LSU Master's Theses

Brand extension has been one of the most commonly used marketing strategies. Many industries use existing well-known brand names to launch new lines or categories to reduce the cost for creating awareness. Auto companies have been increasingly looking for opportunities of broadening their brand halo to gain more profit, while the billion-dollar global fashion industries have been seeking the chance of brand extensions from established durable brands. Previous research has examined the factors affecting consumers’ attitude toward brand extension, however, the majority of brand extensions are reportedly not successful. There are no known studies investigating the case of extending into …