What effect would a luxury sub-brand make on its mother brand in terms of customer-based brand equity?: A case study of the effect of Shang-Xia on Hermèsfrom customer-based brand equity perspective
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
This explanatory study investigated what kind of effect or impact a luxury sub-brand would make on its mother brand in terms of customer-based brand equity. We studied empirically the effect of the sub-brand Shang-Xia on the parent brand Hermès from the perspective of customer-based brand equity, and especially the question of how the four dimensions under the customer-based brand equity (brand awareness, brand associations, brand loyalty and perceived quality) can be influenced. Interviews of both companies and customers were conducted for not only collecting implicit strategic information but also gathering the comparatively parallel information from both sides. Previous studies explain that the evaluating criteria of customers’ attitude (which is related to customer-based brand equity) towards a sub-brand are based on product feature similarity and brand concept consistency. Based on these interconnections between sub-brand and customer-based brand equity, we analyzed information from both companies and customers’ perspectives. The results indicate that Shang-Xia has positive effects on the brand associations of Hermès in terms of non-product related characteristics as well as brings a positive effect on the perceived quality of Hermès. On the contrary, Shang-Xia has made no difference in the brand awareness and brand loyalty of Hermès. The potential reasons for this are discussed in the analysis and
Place, publisher, year, edition, pages
2013. , 56 p.
luxury fashion brand; brand extension; sub-brand; consumer behavior; customer-based brand equity
IdentifiersURN: urn:nbn:se:uu:diva-202809OAI: oai:DiVA.org:uu-202809DiVA: diva2:633780
UppsokSocial and Behavioural Science, Law