Vertical line extension: a systematic review of research on upward and downward line extension

What is it about?

Vertical line extension (VLE) is an attractive growth strategy that allows brands to address heterogeneous consumer needs and react to competitive pressure. However, despite its importance in practice, scant research has addressed the topic of how to extend a brand’s product line upward and downward. Drawing on a systematic review of 536 academic articles, this research discusses the characteristics and results of VLE research. Extant research primarily deals with factors influencing extension and post-extension parent brand evaluations. Despite the diversity of research contexts and findings, a synthesis of results reveals multiple insights into VLE. To advance the literature stream, this review highlights conceptual and methodological issues and provides directions for future research.

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