Cross-Cultural Differences in Brand Extension Evaluations: the Effect of Holistic and Analytical Processing

Yeosun Yoon, Rice University
Zeynep Gurhan-Canli, University of Michigan
EXTENDED ABSTRACT - Extant research suggests that consumers are likely to transfer their family brand attitudes to a new extension if the perceived fit between the parent brand’s existing products and the extension is high (Aaker and Keller 1990; Boush and Loken 1991). When the perceived fit is high, consumers are likely to infer the quality of the extension as similar to the quality of the parent brand. On the other hand, when the perceived fit is low, the extension is less likely to be evaluated by the overall attitude toward the parent brand, because consumers fail to categorize the extension as similar to the parent brand and are likely to engage in attribute-based processing. However, these studies have been done exclusively in the U.S., and it is not clear whether consumers in different cultures evaluate brand extensions in the same way. Recently, Nisbett et al. (2001) suggest that Americans are more analytic, pay attention to attributes of the objects and use those attributes to categorize the objects, whereas East Asians are more holistic, are likely to attend not only to the attributes of the objects but also consider non-diagnostic contextual or background factors.
[ to cite ]:
Yeosun Yoon and Zeynep Gurhan-Canli (2004) ,"Cross-Cultural Differences in Brand Extension Evaluations: the Effect of Holistic and Analytical Processing", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 224-224.