Brand Extensions and Construal Culture

More than 80% of new products are brand extensions; the majority of them fail. By increasing the match between the extension type (prototype or exemplar) and audience characteristic (independent versus interdependent self-construal), a firm can bolster the success of an extension. In a series of studies, we find that people with independent and interdependent self-construals respond differently to the extension’s success or failure.


Sanjay Mishra, Ze Wang, Surendra N. Singh, and Pronobesh Banerjee (2017) ,"Brand Extensions and Construal Culture ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 116-117.


Sanjay Mishra, University of Kansas, USA
Ze Wang, University of Central Florida, USA
Surendra N. Singh, University of Kansas, USA
Pronobesh Banerjee, Pennsylvania State University, USA


LA - Latin American Advances in Consumer Research Volume 4 | 2017

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