... the impact of preexisting attitudes. While we expect our results to generalize to real brands, this may be considered a limitation of the present research. Practical implications The current research delineates the circumstances under which vertical line extensions have positive, neutral or negative...

... aims to show the effects of parent brand endpoint prices on consumer judgments of vertical line extensions. Design/methodology/approach Three experiments have been conducted. Experiment 1 tests the hypothesis that consumers rely on the parent brand price range when making judgments of an upscale...