Modeling Brand Equity for Lifestyle Brand Extensions: A Strategic Approach into Generation Y vs. Baby Boomer

  title={Modeling Brand Equity for Lifestyle Brand Extensions: A Strategic Approach into Generation Y vs. Baby Boomer},
  author={Eun Young Kim and Lynn Brandon},
  journal={Journal of Global Academy of Marketing Science},
  pages={35 - 48}
  • E. Y. Kim, L. Brandon
  • Published 1 March 2010
  • Business
  • Journal of Global Academy of Marketing Science
Abstract Today, the fashion market challenged by a maturing retail market needs a new paradigm in the “evolution of brand” to improve their comparative advantages. An important issue in fashion marketing is lifestyle brand extension with a specific aim to meet consumers' specific needs for their changing lifestyle. For fashion brand extensions into lifestyle product categories, Gen Y and Baby Boomer are emerging as “prospects”-Baby Boomers who are renovating their lifestyle, and generation Y… 

The Effects of Luxury Brand Marketing Activities on the Formation of Customer-Based Brand Equity

【The recent entry and heated competition of numerous fashion brands in the luxury fashion market have all compelled luxury businesses to change. The issue of brand equity has emerged as one of the

Perceived Fit and Brand Value Transfer in Luxury Fashion Brand Extension

Abstract The purpose of this study was to examine the effects of perceived fit and brand transfer on extension evaluation in luxury fashion brands. The instrument for this research was a

Customer Based Brand Equity Models in Hotel Industry: A Literature Review

Building and maintaining brand equity is important and necessary in today’s hotel industry when the concept is considered to include all material and non-material values of business. Though there has

An integrated model for customer equity estimation based on brand equity

Brand equity (BE) and customer equity (CE) are the two crucial and closely linked concepts in marketing research. This research outlines a new conceptual framework to explore the relationship between

The Impact of Brand Equity on Customer Equity

Brand equity (BE) and customer equity (CE) are the key concepts in marketing research. Although, less attention has been paid to the link between BE and CE. This research presents a conceptual

The Influences of Customer Equity Drivers on Customer Equity and Loyalty in the Sports Shoe Industry: Comparing Korea and China

Abstract The concept of customer equity brings together customer value management, brand management, and relationship/retention management. However, the model put forth by Rust, Lemon, and Zeithaml

Young Chinese Consumers' Perceptions toward an U.S. Apparel Brand

Abstract The mature and competitive domestic retail environment has driven U.S. retailers to seek opportunities for expansion to new emerging economies such as The People's Republic of China (China).

Attributes influencing clothing store choice for an emerging market’s Generation Y Twixter customers

Abstract The aim of this paper was to determine the key attributes influencing a sub-segment of Generation Y, the Twixters’ choice of clothing retailers in South Africa, an emerging market.



Brand Extensions in Consumer Non-Durables, Durables and Services: A Comparative Study

Organizations frequently follow brand extension strategies to launch new products. This paper investigates the impact of perceived quality, similarity, consumer knowledge of extended category and

Measuring Consumer-Brand Relationship Quality

As a brand becomes a core asset in creating a corporation's value, brand marketing has become one of core strategies that corporations pursue. Recently, for customer relationship management,

The Relationship among Country of Origin, Brand Equity and Brand Loyalty: Comparison among USA, China and Korea

Abstract The marketing environment has become competitive to an extent that requires firms to target their products at markets that span national boundaries. However, competitive clout cannot be

An exploration of in-store brand-extension commitment efforts: or is brand loyalty always a good thing to have?

This study seeks to develop an in-store brand-extension commitment (ISBEC) scale. To accomplish this goal, consumers were questioned about the efforts they are willing to undertake when confronted

Understanding brand equity for successful brand extension

The turbulent 1990s typified by increased product development and marketing costs as well as increasing international competition, focussed marketing managers on cost‐saving tactics to increase

An examination of selected marketing mix elements and brand equity

This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors propose a conceptual framework in which marketing elements are related to

Modeling Brand Equity of a U.S. Apparel Brand as Perceived by Generation Y Consumers in the Emerging Korean Market

This study examined causal relationships among brand awareness, brand perceptions, and purchase intention by focusing on Korean Generation Y (Gen Y) consumers. A total of 235 usable questionnaires

The Effect of Brand Personality and Brand Equity on Women's Casual Brand Extension

The purpose of this study was to determine effects of apparel product's brand personality, and brand equity on its brand extension. For the data collection, women in their 20s were surveyed, and a

Branding strategies, marketing communication, and perceived brand meaning: The transfer of purposive, goal-oriented brand meaning to brand extensions

This article develops and tests a conceptual model of the transfer process whereby perceived similarity organized around shared goals facilitates the transfer of knowledge and affect from a parent

Testing cross‐cultural invariance of the brand equity creation process

The purpose of this study is to explore the cross‐cultural generalizability of Yoo et al.’s brand equity creation process model. A two‐step approach is introduced and used to test the factorial