Brand Extension and Cognitive Style and their Impact on the Consumers' Evaluations


Seminar Paper, 2019

21 Pages, Grade: 2,3


Excerpt


Table of Contents

Table of Contents

List of Tables

1 Introduction

2 Conceptual Framework
2.1 Analytic versus Holistic Thinking
2.2 Brand Extension
2.2.1 Characteristics of Brand Extension
2.2.2 Prestige Versus Functional Brand Concepts
2.3 Cultural Differences and Style of Thinking

3 The Role of Thinking Style in Consumers Evaluation of Brand Extension Fit
3.1 Differences in Style of Thinking and Consumer's Evaluations of Brand Extension
3.1.1 Joint Influences on Brand Elasticity
3.1.2 Further Strategies for Increasing Acceptance for Distant Brand Extensions
3.2 Cultural Differences in Brand Extension Evaluation

4 Conclusion

References

Excerpt out of 21 pages

Details

Title
Brand Extension and Cognitive Style and their Impact on the Consumers' Evaluations
College
University of Kaiserslautern
Grade
2,3
Author
Year
2019
Pages
21
Catalog Number
V915010
ISBN (eBook)
9783346230744
ISBN (Book)
9783346230751
Language
English
Keywords
Thinking Sttyle, Holistic Thinking, Analytic Thinking, Consumer Evaluation, Brand Extension Fit, Brand, Marketing, Thesis, Seminararbeit, BWL
Quote paper
Jana Defontis (Author), 2019, Brand Extension and Cognitive Style and their Impact on the Consumers' Evaluations, Munich, GRIN Verlag, https://www.grin.com/document/915010

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