"Many well-known brands become symbols or icons of the cultures or countries with which they are associated," write authors Carlos J. Torelli and Rohini Ahluwalia (both University of Minnesota). Examples of culturally symbolic brands include Budweiser (American), Sony (Japanese), or Corona (Mexican). The authors look at what happens when a culturally symbolic brand extends its product line by creating new products.
The authors focus on a part of consumer deliberation that is based on cultural congruity—the extent to which a brand and its product automatically bring to mind knowledge about a culture. "This process operates independently of consumers' perceptions of fit between the brand associations and the product attributes, or their inferences about the brand's manufacturing expertise due to its country-of-origin associations, and can influence extension evaluations independently of these factors," the authors explain.
In short, when a brand associated with a culture fits into personal understanding of the culture (cultural schema), consumers have an easier time processing and therefore accepting a new product.
The authors found that participants had positive feelings for culturally congruent extensions (like a Sony electric car), while they had less positive feelings about a Sony toaster oven; they found the idea of a Sony cappuccino-macchiato maker even less appealing. The authors say the effects emerged only when both the brand and the product were culturally symbolic.
"A brand's cultural symbolism can be a liability or an asset, and to harness it profitably, a manager needs to understand the cultural symbolism of the potential extension categories under consideration," the authors conclude.
Carlos J. Torelli and Rohini Ahluwalia. "Extending Culturally Symbolic Brands: A Blessing or a Curse?" Journal of Consumer Research (published online June 14, 2011). For further information, see http://ejcr.org
Mary-Ann Twist | EurekAlert!
The Great Unknown: Risk-Taking Behavior in Adolescents
19.01.2017 | Max-Planck-Institut für Bildungsforschung
A sudden drop in outdoor temperature increases the risk of respiratory infections
11.01.2017 | University of Gothenburg
For the first time ever, a cloud of ultra-cold atoms has been successfully created in space on board of a sounding rocket. The MAIUS mission demonstrates that quantum optical sensors can be operated even in harsh environments like space – a prerequi-site for finding answers to the most challenging questions of fundamental physics and an important innovation driver for everyday applications.
According to Albert Einstein's Equivalence Principle, all bodies are accelerated at the same rate by the Earth's gravity, regardless of their properties. This...
An important step towards a completely new experimental access to quantum physics has been made at University of Konstanz. The team of scientists headed by...
Yersiniae cause severe intestinal infections. Studies using Yersinia pseudotuberculosis as a model organism aim to elucidate the infection mechanisms of these...
Researchers from the University of Hamburg in Germany, in collaboration with colleagues from the University of Aarhus in Denmark, have synthesized a new superconducting material by growing a few layers of an antiferromagnetic transition-metal chalcogenide on a bismuth-based topological insulator, both being non-superconducting materials.
While superconductivity and magnetism are generally believed to be mutually exclusive, surprisingly, in this new material, superconducting correlations...
Laser-driving of semimetals allows creating novel quasiparticle states within condensed matter systems and switching between different states on ultrafast time scales
Studying properties of fundamental particles in condensed matter systems is a promising approach to quantum field theory. Quasiparticles offer the opportunity...
19.01.2017 | Event News
10.01.2017 | Event News
09.01.2017 | Event News
23.01.2017 | Health and Medicine
23.01.2017 | Physics and Astronomy
23.01.2017 | Process Engineering