Product-category dynamics and corporate identity in brand extensions: A comparison of Hong Kong and US consumers

Jin Kyung Han (First Author), Bernd H. Schmitt (Participant Author)

    Research output: Contribution to journalJournal

    19 Citations (Web of Science)


    Should the focus of a brand-extension strategy be on product-category related factors (e.g., the fit between the extension and the core product) or should consumers' attention be drawn to characteristics of the company providing the extension (e.g., company size)? Examining this issue experimentally in Hong Kong and in the United States with samples of students and working professionals, we find that for U.S. consumers, perceived fit is much more important than company size; for Hong Kong consumers, company size does not matter for high fit extensions, but does matter for low fit extensions. We suggest the value of collectivism may explain the relative higher importance of corporate identity for East Asian consumers. East Asian consumers rely on companies as interdependent, collective societal entities to reduce the risk of a low fit extension, whereas U.S. consumers-as individualists-place higher importance on their own judgment regarding the product fit rather than cues such as company size.
    Original languageEnglish
    Pages (from-to)77-92
    JournalJournal of International Marketing
    Issue number1
    Publication statusPublished - 1997


    • Asians
    • Automobile manufacturers
    • Automobiles
    • Brands
    • Business risks
    • Business structures
    • Consumer goods industries
    • Corporate identity
    • Ice cream
    • Marketing
    • SELF

    Indexed by

    • Scopus
    • SSCI


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