Consumer Response to Brand Extensions: Does Culture Matter?

Alokparna Basu Monga, University of Minnesota
Deborah Roedder John, University of Minnesota
ABSTRACT - One of the most compelling findings from brand extension research is that consumers evaluate brand extensions on the basis of similarity or Afit@ with the parent brand, with better fitting extensions receiving more favorable overall evaluations. The purpose of this paper is to assess whether this finding can be generalized to other cultures. We propose that cultural differences may exist based on recent cross-cultural research demonstrating that cultures have different styles of thinking, which could affect the way consumers judge brand extension fit. Two studies conducted with individuals from an Eastern culture (India) and Western culture (U.S.) support the existence of cultural differences in brand extension evaluation.
[ to cite ]:
Alokparna Basu Monga and Deborah Roedder John (2004) ,"Consumer Response to Brand Extensions: Does Culture Matter?", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 216-222.