Exploring ethnic consumer response to crossover brand extensions Article

Aguirre-Rodriguez, A, Bóveda-Lambie, AM, Montoya, DY. (2014). Exploring ethnic consumer response to crossover brand extensions . Journal of Business Research, 67(4), 457-463. 10.1016/j.jbusres.2013.03.032

cited authors

  • Aguirre-Rodriguez, A; Bóveda-Lambie, AM; Montoya, DY

abstract

  • This research uses a social identity theory approach to investigate the impact of cultural identity on ethnic consumer response to ethnic crossover brand extensions-brands associated with one ethnic group that crossover into a product category associated with another ethnic group (e.g., McDonald's Café con leche). Study 1 demonstrates that the manner in which crossover brand extensions blend ethnic consumers' in-group and out-group cultural representations impact brand extension cultural fit and parent brand attitudes, and perceived ethnic target market impacts brand extension attitudes. Study 2 demonstrates that high ethnic embeddedness extensions strengthen ethnic consumers' self-brand connections. These findings provide managerial implications for practitioners considering a crossover brand extension strategy. © 2013 Elsevier Inc.

authors

publication date

  • April 1, 2014

published in

Digital Object Identifier (DOI)

start page

  • 457

end page

  • 463

volume

  • 67

issue

  • 4