In a study, the results revealed when high status brands downward extend their product line, consumers feel a sense of dishonesty and untrustworthy towards the brands image. This is as a result of luxury brands having a stereotype of being exclusive and high quality, and with the addition of a lower quality, cheaper product the consumers perceive this as a breach.
In a research investigation, the findings indicated that when premium brands broaden their offerings to encompass less expensive, inferior products, customers experience feelings of betrayal and mistrust towards the brand's reputation.