Product-Category Dynamics and Corporate Identity in Brand Extensions: A Comparison of Hong Kong and U.S. Consumers

Publication Type

Journal Article

Publication Date

1997

Abstract

Whether or not the focus of a brand-extension strategy should be on product-category related factors or the characteristics of the company providing the extension is discussed. Examining this issue experimentally in Hong Kong and in the US with samples of students and working professionals, it is found that for US consumers, perceived fit is much more important than company size; for Hong Kong consumers, company size does not matter for high fit extensions but does matter for low fit extensions. The value of collectivism may explain the relative higher importance of corporate identity for East Asian consumers.

Discipline

Business

Research Areas

Marketing

Publication

Journal of International Marketing

Volume

5

Issue

1

First Page

77

Last Page

92

ISSN

1069-031X

Identifier

10.1177/1069031X9700500106

Publisher

Elsevier

Additional URL

https://doi.org/10.1177/1069031X9700500106

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