To read this content please select one of the options below:

The effects of a Disney masstige brand collaboration on perceptions of brand luxury: vertical versus horizontal product line extension strategies

Jung Eun Lee (Department of Apparel, Housing, and Resource Management, Virginia Polytechnic Institute and State University, Blacksburg, Virginia, USA)
Jung Rim Cho (Office of Program Evaluation, Education, and Research (PEAR), School of Medicine, University of New Mexico, Albuquerque, New Mexico, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 16 August 2022

Issue publication date: 19 January 2023

2511

Abstract

Purpose

The purpose of this study is to examine the effects of a Disney collaboration and Disney product line extension type on the perceptions of masstige brands and purchase intentions. By identifying masstige brands as two types (i.e. born-masstige versus luxury-masstige brands), this study investigates how consumers respond to a Disney collection across different types of masstige brands.

Design/methodology/approach

The authors conducted three studies using an experimental approach.

Findings

Study 1 shows that compared to a traditional collection, a Disney collection lowered perceptions of brand luxury, but the negative effect is stronger for born-masstige brands than luxury-masstige brands. Studies 2 and 3 revealed that an upward extension enhanced perceptions of luxury for the born-masstige brand more than it did with a horizontal extension, whereas there was no difference between upward and horizontal extensions for the luxury-masstige brand.

Research limitations/implications

This study contributes to understanding how Disney collaborations influence consumers’ perceptions of masstige brands. It has implications for brand positioning and pricing strategies for practitioners collaborating with Disney or similar companies.

Originality/value

To the best of the authors’ knowledge, this study is the first of its kind to investigate consumer responses to a Disney collaborated collection across two types of masstige brands by exploring their type of product line extensions.

Keywords

Citation

Lee, J.E. and Cho, J.R. (2023), "The effects of a Disney masstige brand collaboration on perceptions of brand luxury: vertical versus horizontal product line extension strategies", Journal of Product & Brand Management, Vol. 32 No. 1, pp. 138-156. https://doi.org/10.1108/JPBM-01-2022-3833

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

Related articles