Moving Up Or Down: Power Distance Belief and the Asymmetric Effect of Vertical Brand Extension
Three studies examine how power distance Belief (PDB) impacts consumers’ evaluation of vertical brand extensions. We propose that, compared to low PDBs, high PDBs rate the upward (downward) extension more favorably, as upward extensions match their status enhancement mindset while downward extensions are in conflict with such a mindset.
Jenny, Xiaoyan Liu, Sharon Ng, and Elison Lim (2015) ,"Moving Up Or Down: Power Distance Belief and the Asymmetric Effect of Vertical Brand Extension", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 183-184.
Jenny, Xiaoyan Liu, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
Elison Lim, Nanyang Technological University, Singapore
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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