Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking

By Alokparna (Sonia) Basu Monga, Deborah Roedder John. 2007

418 citations recorded by the source corpus.

Subfields: Marketing, Social Psychology, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/7e3c184f53ce63c04e7a2727098a35ed324a05d7

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Citations in the corpus

Adapting Consumer Advertising Appeals to Cultural Values A Meta-Analytic Review of Effects on Persuasiveness and Ad Liking (2009, background): “Activating a value makes it salient, even if the value is relatively unimportant for the individual, and such activation can affect subsequent judgments (e.g., W. L. Gardner, Gabriel, & Lee, 1999; Monga & John, 2007).”
Cross-Cultural Consumer Behavior: A Review of Research Findings (2011, neutral): “The unfamiliarity with abstract brand associations leads to different results when measuring brand equity of global brands across cultures.”
Consumer–brand relationship quality: When and how it helps brand extensions (2014, background): “…is consistent with the previous research suggesting that consumers typically evaluate high-fit extensions favorably and low-fit extensions unfavorably and other contextual or individual factors do not easily affect these judgments (Ahluwalia, 2008; Barone et al., 2000; Monga & John, 2007).”
Implicit Theories of Creative Ideas: How Culture Guides Creativity Assessments (2016, background): “…discussed in research on generating creative outcomes as well as research on U.S. and Chinese culture (Chan, 2012; Feist, 1998; Karwowski, 2014; Monga & John, 2007; Yang, McCrae, & Costa, 1998; Zhang, 2002), allowing us to align or to distinguish culturally generated implicit theories of…”
When does negative brand publicity hurt? The moderating influence of analytic versus holistic thinking (2008, background): “…decreases were found for brand attitude t(105)=2.20, pb .05, high quality t(105)=2.19, pb .05, and prestige t(105)=2.19, pb .05; under a high cognitive load, similar decreases were registered for brand attitude t(105)=2.19, pb .05, high quality t(105)=2.30, pb .05, and prestige t(105)=2.25, pb .05.”
Consumer response to brand extensions: Construal level as a moderator of the importance of perceived fit (2008, positive): “To date, researchers have identified several factors that affect how consumers judge perceived fit, including cultural differences in styles of thinking ( Monga & John, 2007; Ng & Houston, 2006) and situational differences in mood (Barone & Miniard, 2002; Barone et al., 2000).”
What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation (2010, background): “Pretests also indicated that wallets could be plausibly associated with prestige or functionality, with respondents agreeing to the following statements: “When I think of wallets, I can easily remember examples of expensive, luxury brands,” and “When I think of wallets, I can easily remember…”
Mental construal and the emergence of assimilation and contrast effects: The inclusion/exclusion model. (2010, background): “Paralleling this observation, East Asians Assimilation and Contrast 39 have been found to be more likely to assimilate brand extensions to the brand than Westerners (Monga & John, 2007).”