Power Distance and Consumer Evaluation of Vertical Brand Extension

Xiaoyan LIU, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
Elison Lim, Nanyang Technological University, Singapore
Two studies examine how power distance (PD) impacts consumers’ evaluation of vertical brand extensions. We propose that, compared with low PDs, high PDs will rate upward (downward) extensions more favorably, as upward extensions match their status enhancement mindset while downward extensions are in conflict with such mindset.
[ to cite ]:
Xiaoyan LIU, Sharon Ng, and Elison Lim (2014) ,"Power Distance and Consumer Evaluation of Vertical Brand Extension", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 586-587.