Cultural Differences in Brand Extension Judgments and Feedback Effects

Kyeongheui Kim, University of Toronto, Canada
Jongwon Park, Korea University, Korea
Jungsang Yeo, Dong Guk University
The present research investigated cultural differences between Eastern and Western countries in evaluations of a brand extension and its feedback influence on the parent brand. In two experiments data were collected from both Eastern and Western cultures (Korea and Canada). Results in both experiments indicated that extension evaluations were influenced by the parent-extension similarity and that this effect was greater in an Eastern culture than in a Western culture. This difference was replicated over different product categories (durables and non-durables) and different parent brands (Nike, M&M-s, J&J). In addition, experiment 3 showed that unsuccessful extensions had a negative feedback effect on the parent brand evaluations and that the dilution was greater in an Eastern culture than in a Western culture. Theoretical and managerial implications of these findings are discussed.
[ to cite ]:
Kyeongheui Kim, Jongwon Park, and Jungsang Yeo (2007) ,"Cultural Differences in Brand Extension Judgments and Feedback Effects", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 114-115.