Dall'Olmo Riley, Francesca; Pina, José M.; Bravo, Rafael - In: Journal of Business Research 66 (2013) 2, pp. 196-206
This study analyzes consumers' evaluation and feedback effects of vertical downscale line extensions through an experiment with price (−25% v. −50%), brand concept (luxury v. prestige) and product category (cars v. fashion) conditions. ANOVA results indicate a significant interaction effect...