Does Style of Thinking Make Differences in Consumer Judgments on Brand Extensions?
نویسندگان
چکیده
Category similarity and benefit similarity have been identified as two important factors that determine a brand extension’s success. However, which of these two factors has a greater impact on consumers’ evaluations has received little attention. This study posits that the relative advantages are moderated by people’s style of thinking – holistic versus analytic. Specifically, analytic (holistic) thinkers have more favorable evaluations about benefit-similarity (category-similarity) extensions than category-similarity (benefit-similarity) extensions. Results from an experimental design supported this proposed hypotheses.
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