Palmeira, Mauricio; Lei, Jing; Valenzuela, Ana - In: European Journal of Marketing 53 (2019) 2, pp. 299-319
PurposeCompanies often extend brands to higher or lower quality tiers to access different market segments. However, the impact of such extensions on the brand and its subsequent offerings is not yet conclusive. While some studies found an “averaging” pattern (all models contribute equally to...