Hao, Andy Wei; Liu, Xin; Hu, Michael; Guo, Xiaoling - In: Cross Cultural & Strategic Management 27 (2020) 2, pp. 245-263
Purpose: The paper examines the cultural differences in consumers' evaluations of vertical brand extensions. Design/methodology/approach: A 2 (extension types: upward, downward) × 2 (nationality: USA, China) × 2 (ownership: owner, non-owner) between-subjects design with thinking styles as...