Brand expertise and perceived consistency reversals on vertical line extensions: The moderating role of extension direction

Nicolas Goncalves Pontes, Mauricio Palmeira, Colin Peter Jevons

Research output: Contribution to journalArticleResearchpeer-review

14 Citations (Scopus)


Vertical line extensions are a valuable growth strategy for many retail service sectors. Correctly positioning anew vertical line extension in the price/quality spectrum is an important decision that has considerable implications for bottom line profits. This paper examines the moderating role of extension direction on the effect of perceived consistency on vertical extension evaluations. In two studies, we show that a lack of  acts as a reminder to consumers that the brand may be stretching beyond its expertise, increasing perceived performance and financial risks for upscale extensions but not for downscale extensions. As a consequence, higher consistency results in higher upscale extension favourability whereas evaluations of downscale extensions are similar regardless of their perceived consistency with the parent brand.
Original languageEnglish
Pages (from-to)209-218
Number of pages10
JournalJournal of Retailing and Consumer Services
Publication statusPublished - 15 Jan 2017


  • line extensions
  • vertical extensions
  • price perception
  • perceived consistency
  • fit
  • brand expertise
  • financial risk
  • performance risk

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