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 |
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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 |
| _version_ | 1797919952814997504 |
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| author | Jae Jin Lee Sung-Jun Lee |
| author_facet | Jae Jin Lee Sung-Jun Lee |
| author_sort | Jae Jin Lee |
| collection | DOAJ |
| description |
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. non-attribute-related information). The previous brand extension studies have demonstrated that Asian consumers are considerably better in recognizing fit between parent brands and their extensions than Western consumers. However, only few studies have been conducted so far to investigate how firms can effectively communicate with consumers from different cultures when extending their existing brands. For that, an inter-subjects experiment consisting of 2 (high vs. low similarity with parent brands) * 2 (attribute-related vs. non-attribute-related information) * 2 (Asian vs. Western consumers) groups was conducted with the samples from South Korea, US, Canada and France (N=393). As a result, Westerners tended to show more favour to attribute-related information than Asians when brand-extension fit was high. When brand-extension fit was low, however, Asians tended to show more favour to attribute-related information than Westerners. In addition, Asians overall showed more favour to low-similarity extensions compared to Westerners when non-attitude-related information was suggested.
Keywords: holistic vs. analytic thinking, attribute-related vs. non-attribute-related information, brand extensions, brand-extension fit
JEL Classification: M3
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| first_indexed | 2024-04-10T13:53:29Z |
| format | Article |
| id | doaj.art-ae9f0c41c660468595e1ed3397e77eca |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T13:53:29Z |
| publishDate | 2017-01-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-ae9f0c41c660468595e1ed3397e77eca2023-02-15T16:10:36ZengEconJournalsInternational Review of Management and Marketing2146-44052017-01-0171The Differences of Asian and Western Consumers' Attitudes towards Brand Extensions by Information Types: Attribute-Related vs. Non-Attribute-Related InformationJae Jin Lee0Sung-Jun Lee1Hankuk University of Foreign StudiesHankuk University of Foreign Studies 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. non-attribute-related information). The previous brand extension studies have demonstrated that Asian consumers are considerably better in recognizing fit between parent brands and their extensions than Western consumers. However, only few studies have been conducted so far to investigate how firms can effectively communicate with consumers from different cultures when extending their existing brands. For that, an inter-subjects experiment consisting of 2 (high vs. low similarity with parent brands) * 2 (attribute-related vs. non-attribute-related information) * 2 (Asian vs. Western consumers) groups was conducted with the samples from South Korea, US, Canada and France (N=393). As a result, Westerners tended to show more favour to attribute-related information than Asians when brand-extension fit was high. When brand-extension fit was low, however, Asians tended to show more favour to attribute-related information than Westerners. In addition, Asians overall showed more favour to low-similarity extensions compared to Westerners when non-attitude-related information was suggested. Keywords: holistic vs. analytic thinking, attribute-related vs. non-attribute-related information, brand extensions, brand-extension fit JEL Classification: M3 http://mail.econjournals.com/index.php/irmm/article/view/3506 |
| spellingShingle | Jae Jin Lee Sung-Jun Lee The Differences of Asian and Western Consumers' Attitudes towards Brand Extensions by Information Types: Attribute-Related vs. Non-Attribute-Related Information International Review of Management and Marketing |
| title | The Differences of Asian and Western Consumers' Attitudes towards Brand Extensions by Information Types: Attribute-Related vs. Non-Attribute-Related Information |
| title_full | The Differences of Asian and Western Consumers' Attitudes towards Brand Extensions by Information Types: Attribute-Related vs. Non-Attribute-Related Information |
| title_fullStr | The Differences of Asian and Western Consumers' Attitudes towards Brand Extensions by Information Types: Attribute-Related vs. Non-Attribute-Related Information |
| title_full_unstemmed | The Differences of Asian and Western Consumers' Attitudes towards Brand Extensions by Information Types: Attribute-Related vs. Non-Attribute-Related Information |
| title_short | The Differences of Asian and Western Consumers' Attitudes towards Brand Extensions by Information Types: Attribute-Related vs. Non-Attribute-Related Information |
| title_sort | differences of asian and western consumers attitudes towards brand extensions by information types attribute related vs non attribute related information |
| url | http://mail.econjournals.com/index.php/irmm/article/view/3506 |
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