Exemplars Or Beliefs? Implications of Representational Differences on Brand Evaluations ACRoss Cultures

Sharon Ng, University of Minnesota
Michael Houston, University of Minnesota
EXTENDED ABSTRACT - In an era of increasing globalization, the importance of understanding how consumers across cultures characterize a brand cannot be overemphasized. Successful branding strategies in foreign markets require sufficient understanding of the impact of different types of brand associations in consumers’ purchase decision in each culture. However, no research in the brand literature has tackled this issue. The question whether different types of brand associations are differentially accessible and important in different cultures remains unanswered. This paper proposes to fill this void in the literature.
[ to cite ]:
Sharon Ng and Michael Houston (2004) ,"Exemplars Or Beliefs? Implications of Representational Differences on Brand Evaluations ACRoss Cultures", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 223-223.