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

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.