Year: 2009
Type: conference-paper
Abstract: Brand extension have been discussed to a great extent during the past two decades, however, most of the work has focused horizontal extensions and little attention has been payed to vertical brand extension. To fulfil this imbalance of existing knowledge, in this article, we propose a conceptual framework that integrates existing brand extension knowledge with insights from the pricing literature. The conceptual framework shows that core-brand evaluations are affected by the step size. Moderating factors that influence this relationship are also identified, namely fit perception and direction of the extension. The framework is subsequently used to develop concrete research propositions to guide further research in the area of the extension perceived quality. Moderating factors that influence this relationship are also identified, namely step size and direction of the extension. The conceptual model is subsequently used to develop concrete research propositions to guide further research in the area.
Authors: Nicolas Pontes, Colin Jevons
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2320482367