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

Purpose Vertical line extension is an attractive growth strategy that allows brands to address heterogeneous consumer needs and react competitive pressure. The purpose of this paper systematically review summarize vertical research derive general insights into upward downward extension. Design/methodology/approach Drawing on a systematic 536 academic articles predefined inclusion criteria, identifies evaluates all add knowledge the topic ( n = 64). Findings This derives in several extension-specific issues. Different forms extension, conceptual differences between extensions, as well role perceived fit, degree parent brand are crucial for study evaluation feedback effects. Those effects complex often work opposing directions not only but also Future face complexity methodological issues different contexts further advance literature stream. Originality/value provides comprehensive, state-of-the-art characteristics results. It new extensions guides future topic.