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Keywords: Vertical line extension
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2023) 35 (8): 2047–2065.
Published: 12 December 2022
...Miyuri Shirai Purpose Research on vertical line extensions shows that consumers tend to evaluate upward extensions higher than downward ones. This paper examines the opposite situation. It also investigates the process underlying consumer responses by identifying a moderator and mediators...
