Cultural differences in vertical brand extension evaluations: the influence of thinking styles
作者： Andy Wei Hao , Xin Liu , Michael Hu , Xiaoling Guo
DOI: 10.1108/CCSM-07-2019-0133
关键词:
摘要: A 2 (extension types: upward, downward)× 2 (nationality: USA, China)× 2 (ownership: owner, non-owner) between-subjects design with thinking styles as a covariate was …
sci-hub.st 参考文章(47)
Beichen Liang, Joseph Cherian, American and Chinese Thinking Styles: Attitude Effects on Holistic and Attribute Ads Organizations and Markets in Emerging Economies. ,vol. 5, pp. 74- 89 ,(2014) , 10.15388/OMEE.2014.5.1.14242
Carmen-Maria Albrecht, Christof Backhaus, Hannes Gurzki, David M. Woisetschläger, Drivers of Brand Extension Success: What Really Matters for Luxury Brands Psychology & Marketing. ,vol. 30, pp. 647- 659 ,(2013) , 10.1002/MAR.20635
Andy Wei Hao, None, Reexamination of Brand Alliance Evaluation Model: The Effects of the Overall Fit between Partner Brands on Consumer Brand Alliance Evaluation Academy of Marketing Studies Journal. ,vol. 19, pp. 11- ,(2015)
Fabio Caldieraro, Ling-Jing Kao, Marcus Cunha, Harmful Upward Line Extensions: Can the Launch of Premium Products Result in Competitive Disadvantages? Journal of Marketing. ,vol. 79, pp. 50- 70 ,(2015) , 10.1509/JM.14.0100
NG Sharon, Cultural Orientation and Brand Dilution: Impact of Motivation Level and Extension Typicality: Journal of Marketing Research. ,vol. 47, pp. 186- 198 ,(2010) , 10.1509/JMKR.47.1.186
Jemma Oeppen, Ahmad Jamal, Collaborating for success: managerial perspectives on co-branding strategies in the fashion industry Journal of Marketing Management. ,vol. 30, pp. 925- 948 ,(2014) , 10.1080/0267257X.2014.934905
Christoph Baumeister, Anne Scherer, Florian v. Wangenheim, Branding access offers: the importance of product brands, ownership status, and spillover effects to parent brands Journal of the Academy of Marketing Science. ,vol. 43, pp. 574- 588 ,(2015) , 10.1007/S11747-015-0440-Y
Amna Kirmani, Sanjay Sood, Sheri Bridges, The Ownership Effect in Consumer Responses to Brand Line Stretches Journal of Marketing. ,vol. 63, pp. 88- 101 ,(1999) , 10.1177/002224299906300107
Takahiko Masuda, Richard E. Nisbett, Attending holistically versus analytically: comparing the context sensitivity of Japanese and Americans. Journal of Personality and Social Psychology. ,vol. 81, pp. 922- 934 ,(2001) , 10.1037/0022-3514.81.5.922
David A. Aaker, Kevin Lane Keller, Consumer Evaluations of Brand Extensions Journal of Marketing. ,vol. 54, pp. 27- 41 ,(1990) , 10.2307/1252171