The role of cultural values in evaluating brand extensions : individualism versus collectivism

dc.contributor.advisorKleyn, Nicolaen
dc.contributor.emailichelp@gibs.co.zaen
dc.contributor.postgraduateChun, Kenen
dc.date.accessioned2013-09-07T15:45:32Z
dc.date.available2013-04-25en
dc.date.available2013-09-07T15:45:32Z
dc.date.created2013-04-25en
dc.date.issued2012en
dc.date.submitted2013-02-16en
dc.descriptionDissertation (MBA)--University of Pretoria, 2012.en
dc.description.abstractWhen launching brand extension strategies globally, It is very important for today’s brand marketers to understand the differences in those countries with high cultural diversity such as South Africa,. This research intends to investigate the role that a consumer’s cultural value plays in evaluating brand extensions, in the context of the cultural dimension of individualismcollectivism, in order to close the theoretical gap in this area.This research is quantitative and causal in nature, and used an experimental factorial design in the conduct of the research. Triandis’ scales were used in the questionnaire design, and 161 MBA students participated in the experiment at GIBS. The research results disprove that cultural values play a role in evaluating brand extensions, and there was insufficient evidence to prove that individualists differ from collectivists in evaluating brand extensions. Nevertheless, the research results found that there are some positive interaction effects between the product category relatedness and product involvement in the process of brand extension evaluations.en
dc.description.availabilityunrestricteden
dc.description.departmentGordon Institute of Business Science (GIBS)en
dc.identifier.citationChun, K 2012, The role of cultural values in evaluating brand extensions : individualism versus collectivism, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/29484 >en
dc.identifier.otherF13/4/141/zwen
dc.identifier.upetdurlhttp://upetd.up.ac.za/thesis/available/etd-02162013-134516/en
dc.identifier.urihttp://hdl.handle.net/2263/29484
dc.language.isoen
dc.publisherUniversity of Pretoriaen_ZA
dc.rights© 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.en
dc.subjectUCTDen_US
dc.subjectCultural valueen
dc.subjectBrand extensionen
dc.subjectIndividualismen
dc.subjectProduct categoryen
dc.subjectCollectivismen
dc.titleThe role of cultural values in evaluating brand extensions : individualism versus collectivismen
dc.typeDissertationen

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