Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking
Alokparna Basu Monga, Deborah Roedder John
Journal of Consumer Research · 2007 · Volume 33 · Issue 4
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.
Keywords
Brand Equity/Extensions, Cognitive Processes, Cross-Cultural Research, Experimental Design and Analysis (ANOVA)
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