Pathological gambling creates enormous problems for the afflicted individuals, their families, employers, and society, and has numerous disastrous financial consequences. The present study evaluates the financial burdens of pathological gambling by questioning pathological gamblers in treatment in Gamblers Anonymous (n=60; 56 males, 4 females; mean age = 40 years old) about personal debts, loss of productivity at work, illegal activities, medical costs and the presence of other dependencies. Results show that important debts, loss of productivity at work and legal problems are associated with pathological gambling. Discussion is formulated in terms of the social cost of adopting a liberal attitude toward the legalization of various gambling activities.

PurposeThe purpose of this study is twofold: first, to assess the impact of extension innovativeness on attitude towards service line extension and the mediating role played by extension quality (in relation to the parent brand); second, to examine the effect of consumer involvement as a moderator of the relationship between extension quality (in relation to the parent brand) and attitude towards the extension.Design/methodology/approachAn empirical investigation using a survey methodology was conducted with a sample of 664 respondents. The structural model was assessed using partial least squares (PLS graph).FindingsThe results suggest that in launching a new service line extension perceived quality of the extension (in relation to the parent brand) has a direct impact on attitude towards the service line extension and mediates the effect of perceived extension innovativeness on extension attitude. The findings also suggest that consumer involvement in the extension moderates the relationship between extension quality (in relation to the parent brand) and attitude towards the extension.Research limitations/implicationsLine extensions of other types of services and consumer goods could be investigated in futures studies. Involvement is a multidimensional construct. Other dimensions of involvement could be tested in similar contexts.Practical implicationsThis study is important for managers of newly created service branches. In launching a new service line extension, marketers must be careful in developing the quality of the service as well as managing its innovation as both factors influence attitude and behavioral intention outcomes. Also, the moderating role of involvement indicates that managers must attempt to reduce risk perceptions during launch.Originality/valueThe paper makes an important contribution to the emerging service line extension literature.

The phenomenon of "masstige brands" has led many luxury brands to launch downward extensions, which come with the risk of diluting the parent brand. The goal of this study is to test the extent to which downward line extensions may impact a French luxury parent brand's evaluation by U.S. consumers through the role of branding strategies, extension authenticity, and fit. Based on an ANOVA design, our results show that different branding strategies, such as direct, sub-branded, and/or independent/standalone line extensions, have different impacts on the level of dilution of the luxury parent brand. Specifically, an independent/standalone brand scores better for a downward extension than for a horizontal extension. The findings also reveal that extension authenticity and fit play a key role in the process. Theoretical and managerial implications are provided. K E Y W O R D Sbranding strategies, downward extensions, extension authenticity, extension fit, luxury brands, spillover effect

Purpose The purpose of this paper is to empirically assess the impact of branding strategies on horizontal and downward line extensions of French luxury brands in a cross-national context (France vs USA). Design/methodology/approach This study is based on a two line extensions (horizontal/downward) × three branding strategies (direct brand/sub-brand/standalone brand) x two country (France/USA) between-subjects ANOVA design. Findings The study shows that the subtyping effect created by a sub-branded luxury downward line extension tends to be rated similarly to a direct branded extension which oppose previous beliefs put forward in non-luxury settings. In contrast, a new independent/standalone extension fully uses the subtyping effect which helps attenuate this risk related to luxury downward stretches. The study also found that the effect of gender in cross-national settings must always be taken into consideration as significant variations occur in the process. Research limitations/implications The study covers two countries but should be replicated in other cross-national contexts. Practical implications This study helps marketing managers of luxury brands make a better decision when it comes to launching vertical line extensions (upscale/downward) by carefully using types of branding strategies and relevant communications whether women and/or men are targeted in cross-national contexts. Originality/value This study breaks new ground in the international luxury literature by providing key theoretical and managerial insights in terms of launching new downward line extensions with the proper use of branding strategies when targeting specific genders.

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