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Title: The relative importance of product-category dynamics and corporate identity in brand extensions : a comparison of Hong Kong and U.S. consumers
Authors: Han, Jin Kyung
Schmitt, Bernd H.
Keywords: Brand-extension strategy
U.S. consumers
Company size
Hong Kong consumers
Product fit
Issue Date: Jul-1996
Series/Report no.: Marketing Working Paper Series ; MKTG 96.072
Abstract: Should the focus of a brand-extension strategy be on product-category related factors (e.g., the fit between the extension and the core product) or should consumers' attention be drawn to characteristics of the company providing the extension (e.g., company size)? Examining this issue experimentally in Hong Kong and in the U.S. with samples of students and working professionals, we find that - for U.S. 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. We suggest the value of collectivism may explain the relative higher importance of corporate identity for East Asian consumers. East Asian consumers rely on companies as interdependent, collective societal entities to reduce the risk of a low fit extension, whereas, U.S. consumers--as individualists--place higher importance on their own judgment regarding the product fit rather than cues such as company size.
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