The Differences of Asian and Western Consumers' Attitudes towards Brand Extensions by Information Types: Attribute-Related vs. Non-Attribute-Related Information
This study aims to empirically examine how Asian and Western consumers with different cultural backgrounds (holistic vs. analytic thinking) in different brand extension situations (high vs. low brand-extension fit) perceive two different types of brand extension information (attribute-related vs. n...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2017-01-01
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| Series: | International Review of Management and Marketing |
| Online Access: | http://mail.econjournals.com/index.php/irmm/article/view/3506 |