Luxury brand dilution: investigating the impact of renting by Millennials on brand equity

Modern forms of product acquisition, such as renting, provide consumers with either first-time or increased access at relatively low cost to products of brands that historically have relied on exclusivity as a part of their strategies. This study seeks to determine how the ability of Millennials to rent exclusive luxury brands affects the values of those brands from the consumer perspective (i.e., brand equity). A one-way (traditional vs. masstige brand offered renting option) between-subjects experimental design was used. Results reveal that the means of the brand credibility and brand leadership dimensions of traditional luxury brand equity were decreased significantly after a renting option was offered. Results further show that the means of the brand association and brand credibility dimensions of masstige brand equity were decreased significantly after a renting option was also offered. Implications and future research directions are addressed.