TY - JOUR
T1 - Cultural differences in brand extension evaluation
T2 - The influence of analytic versus holistic thinking
AU - Monga, Alokparna Basu
AU - John, Deborah Roedder
PY - 2007/3
Y1 - 2007/3
N2 - 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.
AB - 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.
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U2 - 10.1086/510227
DO - 10.1086/510227
M3 - Article
AN - SCOPUS:33947211987
SN - 0093-5301
VL - 33
SP - 529
EP - 536
JO - Journal of Consumer Research
JF - Journal of Consumer Research
IS - 4
ER -