Luxury service brand extensions and their spillover effects on customers’ evaluations of luxury gastronomy foodservice: The case of Michelin-starred restaurants

Abstract

Drawing on a consumer perspective, this article identifies the types of brand extension strategies in the luxury hospitality and foodservice field and their spillover effects on consumers’ evaluations of the image of the parent brand of the luxury restaurant. Using a multi-method approach combining focus groups and in-depth interviews, we conducted an exploratory qualitative research study utilizing 35 participants to examine their perceptions of Michelin-starred restaurants’ extension strategies and how they can affect customers’ attitudes towards the images of Michelin-starred chefs and the luxury gastronomic sector overall. The study found that not only brand extension types count when examining the spillover effects – positive, negative and mixed – on customers’ evaluation of the parent brand image. Two other elements should be considered: a brand’s strategic focus (i.e. personal, social or functional) and customers’ acquaintance and levels of knowledge of the consumption field in which the parent brand operates. Our results contribute to the literature on brand extensions and spillover effects that mainly focus on products. Thus, the findings provide valuable insights into service brand extension factors that influence customers’ perceptions and attitudes towards luxury service brands and thus contribute to scholars’ calls for more studies on brand extensions and their effects in the service field – ones combining hospitality, luxury and the foodservice industry.