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| Author: | Colucci, M. Montaguti, E. Lago, U. |
| Title: | Managing brand extension via licensing: An investigation into the high-end fashion industry |
| Journal: | International Journal of Research in Marketing
2008 : JUN, VOL. 25:2, p. 129-137 |
| Index terms: | fashions industry licensing brands transaction costs strategic management |
| Language: | eng |
| Abstract: | Drawing on transaction cost economics and the brand extension literature, this paper examines how managers balance the advantages of rapidly accessing new product categories via licensing with the risk of negative reciprocal effects and licensees' opportunistic behaviour. The results suggests that firms tend to be strategically conservative when examining how to extend their brands, as managers see the risk of negative effects on the parent brand as outweighing the advantages associated with licensing. |
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