Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking
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...
Paper Details
Title
Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking
Published Date
Dec 29, 2006
Journal
Volume
33
Issue
4
Pages
529 - 536
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