Randall, Taylor; Ulrich, Karl; Reibstein, David - In: Marketing Science 17 (1998) 4, pp. 356-379
This paper addresses the question of how the vertical structure of a product line relates to brand equity. Does the presence of “premium” or high-quality products in a product line enhance brand equity? Conversely, does the presence of “economy” or low-quality products in a product line...