Cultural Differences in Brand Extension Evaluations: the Moderating Role of Functional and Prestige Brand Concepts

Alokparna Basu Monga, University of Texas, San Antonio
Deborah Roedder John, University of Minnesota
Prior research shows that consumers from Eastern cultures, characterized by holistic thinking, perceive higher brand extension fit and provide more favorable brand extension evaluations than consumers from Western cultures. We hypothesize that these cultural differences are less likely to emerge for extensions of prestige brands than functional brands. Prestige brands have salient, abstract associations that can be used to connect the brand to seemingly unrelated types of brand extensions. Results from two studies provide support for our hypothesis and also show brand name strategy (direct vs. endorsed) as a moderator of these effects.
[ to cite ]:
Alokparna Basu Monga and Deborah Roedder John (2008) ,"Cultural Differences in Brand Extension Evaluations: the Moderating Role of Functional and Prestige Brand Concepts", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 680-681.