NDLI: Attitude transfer and brand extension evaluation: Exploring the influence of self-construal and parent brand's culture specificity

Content Provider	IEEE Xplore Digital Library
Author	Zhu Zhi-wen Zhang Lin
Copyright Year	2013
Description	Author affiliation: Fac. of Econ. & Manage., Huaiyin Inst. of Technol., Huaiyin, China (Zhu Zhi-wen; Zhang Lin)
Abstract	Using self-construal (Independent self vs. Interdependent self) as the individual level variable standing for culture, this research investigates the effects of culture and parent brands' culture specific associations on brand extension evaluation at the individual level. Experiment 1 finds that brand extensions extended by brands with high culture specific associations lead to more favorable attitudes for individuals with the target self-construal relative to a nontarget self-construal, while brand extensions extended by brands with low culture specific associations lead to more attitudinal similarities across self-construals. We further explores the extent to which differences in perceived diagnosticity as compared with differences in the accessibility of parent brands' associations better account for the attitudinal differences. Experiment 2 explores the two alternative (accessibility vs. diagnosticity) explanations for these effects of parent brands' attitude transfer process. The evidence is more supportive of the differential accessibility explanation. That is, high culture specific associations of the parent brands may be valued for individuals with the nontarget self-construal but are relatively inaccessible in their memory. The results of the two experiments help to reconcile conflicting findings in the brand extension literature, shed insight on why and how cultural differences might influence brand extension evaluation at the individual level.
Starting Page	999
Ending Page	1006
File Size	262047
Page Count	8
File Format	PDF
ISBN	9781479904730
ISSN	21551855
e-ISBN	9781479904747
DOI	10.1109/ICMSE.2013.6586400
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2013-07-17
Publisher Place	China
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Context Atmospheric measurements Current measurement accessibility brand extension Particle measurements self-construal diagnosticity culture specific Indexes Cultural differences Analysis of variance
Content Type	Text
Resource Type	Article

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3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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