The Influence of Status Differentiation on Vertical Brand Extension: Intercultural and Intracultural Comparisons

Xiang Fang, Oklahoma State University, USA
Shengdong Lin, Xiamen University, P.R. China
In this article, the authors propose that status differentiation, the extent to which people differentiate their behaviors or attribute power to others according to perceived status differences, moderates the effect of stretch direction (upward or downward) and brand image (prestige or functional) on consumers‘ responses to line extensions.
[ to cite ]:
Xiang Fang and Shengdong Lin (2011) ,"The Influence of Status Differentiation on Vertical Brand Extension: Intercultural and Intracultural Comparisons", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 481-482.