search query: @author Reibstein, D. / total: 4
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| Author: | Randall, T. Ulrich, K. Reibstein, D. |
| Title: | Brand equity and vertical product line extent |
| Journal: | Marketing Science
1998 : VOL. 17:4, p. 356-379 |
| Index terms: | BRANDS EQUITY CAPITAL PRODUCTS |
| Language: | eng |
| Abstract: | This paper addresses the question of how the vertical structure of a product line relates to brand equity. Does the presence of "premium" or high-quality products in a product line enhance brand equity? Conversely, does the presence of "economy" or low-quality products in a product line diminish brand equity? Economists and marketing researchers refer to variation in quality levels of products within a category as "vertical" differentiation, whereas variation in the function or "category" of the products is referred to as "horizontal" differentiation. |
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