Cultural influences on brand extension judgments: Opposing effects of thinking style and regulatory focus
- Authors
- Kim, Kyeongheui; Park, Jongwon
- Issue Date
- 3월-2019
- Publisher
- ELSEVIER SCIENCE BV
- Keywords
- Culture; Brand extension; Regulatory focus; Processing style; Construal level
- Citation
- INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, v.36, no.1, pp.137 - 150
- Indexed
- SSCI
SCOPUS
- Journal Title
- INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
- Volume
- 36
- Number
- 1
- Start Page
- 137
- End Page
- 150
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/67134
- DOI
- 10.1016/j.ijresmar.2018.09.006
- ISSN
- 0167-8116
- Abstract
- Asians are more likely than Westerners to have both a relational (vs. analytic) thinking style and a prevention (vs. promotion) focus. These two chronic dispositions can have opposite effects on their evaluations of brand extensions, the relative magnitude of which depends on whether the extensions are construed at a concrete or abstract level. Results of three experiments demonstrate that when an extension is psychologically close and construed at a concrete level, Asians' disposition to engage in relational thinking leads them to perceive the extension to be relatively more similar to the parent, leading them to evaluate the extension more favorably than do Westerners. On the other hand, when the extension is psychologically distant and construed at an abstract level and thus Asians are unlikely to engage in relational processing, their prevention focus leads them to perceive the extension to be riskier and evaluate it less favorably than do Westerners. (C) 2018 Elsevier B.V. All rights reserved.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - Korea University Business School > Department of Business Administration > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.