Moving up or down : power distance belief and the asymmetric effects of vertical brand extension
Vertical brand extension is uniquely different from horizontal brand extension in that it evokes a consideration of status due to the changed price points and prestige levels. Thus, to understand how consumers evaluate vertical brand extension, it is important to figure out how they feel about statu...
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| Format: | Thesis |
| Language: | English |
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2016
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| Online Access: | https://hdl.handle.net/10356/67027 |