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Brand expertise and perceived consistency reversals on vertical line extensions: The moderating role of extension direction

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  • Pontes, Nicolas
  • Palmeira, Mauricio
  • Jevons, Colin

Abstract

Vertical line extensions are a valuable growth strategy for many retail service sectors. Correctly positioning a new vertical line extension in the price/quality spectrum is an important decision that has considerable implications for bottom line profits. This paper examines the moderating role of extension direction on the effect of perceived consistency on vertical extension evaluations. In two studies, we show that a lack of perceived consistency acts as a reminder to consumers that the brand may be stretching beyond its expertise, increasing perceived performance and financial risks for upscale extensions but not for downscale extensions. As a consequence, higher consistency results in higher upscale extension favourability whereas evaluations of downscale extensions are similar regardless of their perceived consistency with the parent brand.

Suggested Citation

  • Pontes, Nicolas & Palmeira, Mauricio & Jevons, Colin, 2017. "Brand expertise and perceived consistency reversals on vertical line extensions: The moderating role of extension direction," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 209-218.
    • Handle: RePEc:eee:joreco:v:34:y:2017:i:c:p:209-218
    DOI: 10.1016/j.jretconser.2016.10.003
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    3. He, Yue & Mo, Zan & Wan, Xiuqi & Li, Mengyin & Fu, Huijian, 2023. "Who will embrace upward line extension? The role of power distance belief," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Pourazad, Naser & Stocchi, Lara & Pare, Vipul, 2019. "Brand attribute associations, emotional consumer-brand relationship and evaluation of brand extensions," Australasian marketing journal, Elsevier, vol. 27(4), pages 249-260.

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