Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking
研究发现，整体性思维的东方消费者比分析性思维的西方消费者更易感知品牌延伸的契合度，从而给出更积极的评价，这对跨国品牌策略有参考价值。
Abstract Consumers evaluate brand extensions by judging how well they fit with the parent brand. We examine this process across cultures. We predict that consumers from Eastern cultures, characterized by holistic thinking, perceive higher brand extension fit and evaluate brand extensions more favorably than do Western consumers, characterized by analytic thinking. Study 1 supports the existence of these cultural differences, with study 2 providing support for styles of thinking (analytic vs. holistic) as the drivers of cultural differences in brand extension evaluations.