Consumer Responses to Vertical Service Line Extensions

In this study, we examine consumer evaluations of vertical service line extensions and the feedback effects of these extensions on the parent brand.

Consumer Responses to Vertical Service Line Extensions - ProQuest

We begin this paper with the theoretical background of vertical service line extensions. We then develop hypotheses pertaining to consumer evaluations of ...

Vertical line extensions extend an established brand to products at different price/quality points. In this study, we examine consumer evaluations of vertical ...

Consumer Responses to Vertical Service Line Extensions - ProQuest

We then develop hypotheses pertaining to consumer evaluations of vertical service line exten- sions (Experiment 1) and the feedback effect of these extensions.

Consumer Responses to Vertical Service Line Extensions

Vertical line extensions extend an established brand to products at different price/quality points. In this study, we examine consumer ...

Vertical line extensions: consumers' preferences for downward and ...

Purpose: Research on vertical line extensions shows that consumers tend to evaluate upward extensions higher than downward ones.

Framing brand concept of vertical line extensions: The moderating ...

The success of vertical line extensions is based on the willingness of customers to pay for extra benefits or by enticing those customers who ...

Consumer response to line extensions: Trial and cannibalisation ...

A similar study found half of all buyers of a line extension were buyers of the original brand, and purchasing the parent brand caused a consumer to be 2.5 ...

Impact of Vertical Line Extensions on Brand Attitudes and New ...

These vertical line extensions can reinforce or change consumer perceptions ... Consumer responses to vertical service line extensions. Journal of Retailing ...

Status Goods and Vertical Line Extensions by Krista J. Li :: SSRN

In this article, we examine how firms selling status goods make vertical line extension decisions when they take consumers' status preferences into account.

Vertical line extension: a systematic review of research on upward ...

Vertical line extension is an attractive growth strategy that allows brands to address heterogeneous consumer needs and react to competitive ...

Status Goods and Vertical Line Extensions - Krista J. Li, 2019

In this article, we examine how firms selling status goods make vertical line extension decisions when they take consumers' status preferences into account.

Status Goods and Vertical Line Extensions - Li - Wiley Online Library

In this article, we examine how firms selling status goods make vertical line extension decisions when they take consumers' status preferences into account.

Vertical Versus Horizontal Line Extension Strategies

Most of the line extension studies evaluate consumer's reaction to a single extension product, very often a hypothetical product, while ...

The Ownership Effect in Consumer Responses to Brand Line ...

Vertical line extensions: consumers' preferences for downward and upwa... ... The Impact of Vertical Service Line Extensions and Brand Salience on R... Go ...

Consumer Evaluations of Line Extensions: A Conjoint Approach

13 Citations · Consumer Responses to Vertical Service Line Extensions · From a customer's perspective · Organic line extensions: do they make sense for brands?

Extending Service Brands – Does the Extension Category Matter?

Lei, J.; de Ruyter, K.; Wetzels, M. (2008): Consumer Responses to Vertical Service Line Extensions, in: Journal of Retailing, Vol. 84, No. 3, pp. 268-280.

Price Effects on Vertical Brand Extensions: A Conceptual Framework

Hence, we argue: P5a: Consumers have three latitudes of response to vertical line extensions: latitude of ... Consumer Responses to Vertical Service Line ...

Vertical line extension: a systematic review of research on upward ...

Figure 2 Conceptual framework of vertical line extension research. Vertical line extension ... (2008), “Consumer responses to vertical service line extensions”, ...

Brand expertise and perceived consistency reversals on vertical line ...

Vertical line extensions are a valuable growth strategy for many retail service sectors. Correctly positioning a new vertical line extension in the ...