Leseprobe
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
Ende der Leseprobe aus 21 Seiten
- Arbeit zitieren
- Jana Defontis (Autor:in), 2019, Brand Extension and Cognitive Style and their Impact on the Consumers' Evaluations, München, GRIN Verlag, https://www.grin.com/document/915010
Ähnliche Arbeiten
Kostenlos Autor werden
✕
Leseprobe aus
21
Seiten
Kommentare