Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking

Journal of Consumer Research - Tập 33 Số 4 - Trang 529-536 - 2007
Alokparna Basu Monga1, Deborah Roedder John2
1University of Texas at San Antonio,#TAB#
2Marketing

Tóm tắt

Abstract Consumers evaluate brand extensions by judging how well they fit with the parent brand. We examine this process across cultures. We predict that consumers from Eastern cultures, characterized by holistic thinking, perceive higher brand extension fit and evaluate brand extensions more favorably than do Western consumers, characterized by analytic thinking. Study 1 supports the existence of these cultural differences, with study 2 providing support for styles of thinking (analytic vs. holistic) as the drivers of cultural differences in brand extension evaluations.

Từ khóa


Tài liệu tham khảo

A&M India's Top Brands (2001), “The A&M India's Top Brands,” http://www.travel-india.com/news/top_brands.htm.

Business Week's 100 Top Brands (2001), “Business Week's 100 Top Brands,” http://www.businessweek.com/magazine/content/01_32/b3744010.htm.

Thông tin
Thông tin xuất bản

Journal of Consumer Research

Tập 33 Số 4

529-536

Thông tin tác giả