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...

Purpose – The aim of this paper is to propose an approach to international market segmentation that identifies meaningful cross‐national consumer segments, which focuses on airline passengers in the NAFTA market. Design/methodology/approach – A conjoint analysis is used to evaluate...

Purpose – The goal of the paper is to examine the affect transfer process of the brand extension by developing a conceptual framework that integrates two factors important to this process: the expectancy and relevancy of brand extensions. Design/methodology/approach – Two experimental...

Purpose – The study aims to examine the characteristics of product portfolio on the price premium of an umbrella brand. Specifically, the study seeks to explore three aspects of a product portfolio: the presence of attribute compatibility, similarity, and portfolio size....