# Brand expertise and perceived consistency reversals on vertical line extensions: The moderating role of extension direction

> Research article (Journal of Retailing and Consumer Services, 2016) · cited 23× · AI/ML

**Wikidata**: [openalex:W2542061148](https://www.wikidata.org/wiki/openalex:W2542061148)  
**Source**: https://4ort.xyz/entity/brand-expertise-and-perceived-consistency-reversals-on-vertical-line-extensions-the-moderating-role-of-extension-directi