Conceptualizing Perceived Quality of Parent Brand and Brand Extension Evaluaiton Relationship: What is the Role of Style of Thinking?

Noor ul Hadi; Naveed Sandhu

Abstract:

Abstract Much research in the area of consumer behaviour has been done. However, the way consumers evaluatean extended brand specifically in a multi-cultural country need to be explored. Since this philosophy in multi-cultural setting is still insufficiently understood. Therefore, the current study seeks to address this gap by reviewing existing literature on the subject. After thoughtfullyreviewing the theoretical background, this study suggests that theparent brand quality has an influence on extended brand evaluation. From cultural psychology perspective this relationship is affected by the variable style of thinking. Meaning that consumers whose style of thinking are holistic, evaluates an extended brand more favourably than those consumers whose style thinking are analytical. Having this findings in minds, managers of Multi-National Corporations needs to consider strategies that are uniform as they frequently are introducing extensions in parent brand.

research from:

• Foundation University - Faculty of Management Sciences

Year:

2020

Type of Publication:

Article

Journal:

The Discourse

Volume:

6

Number:

1

Pages:

199-208

Month:

6