Construct · 1 fields · 1 citations

vertical brand extension: a standalone construct

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Branding

extending a brand into the same category at a higher or lower price and quality level, and its effects on evaluations of the core brand.

In branding, vertical brand extension refers to extending a brand into the same category at a higher or lower price and quality level, and its effects on evaluations of the core brand. This meaning comes from Kim (2001) in Journal of Business Research.[1]

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Nearby constructs

brand extension1 fields · 1 citationsanchor · a standalone construct business1 fields · 1 citationsanchor · a standalone construct category4 fields · 4 citationsjingle · one word, four constructs

References

Kim, C. K., Lavack, A. M., & Smith, M. (2001). Consumer evaluation of vertical brand extensions and core brands. Journal of Business Research, 52(3), 211-222. https://doi.org/10.1016/s0148-2963(99)00107-1

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