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Exploring ethnic consumer response to crossover brand extensions

  • Aguirre-Rodriguez, Alexandra
  • Bóveda-Lambie, Adriana M.
  • Montoya, Detra Y.
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    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.

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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 67 (2014)
    Issue (Month): 4 ()
    Pages: 457-463

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    Handle: RePEc:eee:jbrese:v:67:y:2014:i:4:p:457-463
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