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The authors propose that power distance (PD) (i.e.,personal belief about power and powerdisparity) influences consumer evaluation of vertical brand extension beyond typical brandand extension characteristics,such as extension distance.Consumers with high PD valuestatus more and desire for status enhancement,while low PD individuals view status as lessimportant.This research proposes that high PD consumers will evaluate upward (downward)extension more (less) favorably,as offering higher-status products matches their statusenhancement mindset while offering lower-status products is in conflict with such a mindset.A series of 3 studies that examine individual-level PD and temporarily salient PD providestatistic support for the propositions.Moreover,in study 2,results show that high PDconsumers evaluate the parent brand more favorably than low PD consumers when anupward extension is introduced,yet there is no significant difference in parent brand attitudewhen a downward extension is introduced.Results of study 3 also reveal that the extent towhich consumers believe an upward (downward) extension will enhance (impair) the brandstatus mediates the process.