Brand extensions and cross-cultural effect on their acceptance
by R.K. Srivastava
International Journal of Indian Culture and Business Management (IJICBM), Vol. 2, No. 4, 2009

Abstract: India being a melting pot of cultures, offers a diversified market, making it difficult for marketers to understand. The objective of this study is to examine whether cross-cultural differences exist in consumer perceptions of the various attributes in brand extensions. A survey was conducted to study the impact of cultural differences on brand extensions in the Indian scenario. There is variation in the responses of consumers of various regions for Indian and Foreign brand preferences as per this study. There also exists variation in response for influence of culture and tradition on brand purchase region wise. Cultural differences will exist in the rupee amount consumers would expect to pay for each product/brand extensions in India. This could be due to more analytical and income level of the region. With regards to colour, it was found that it was dependent on region and cultures of the respondents.

Online publication date: Tue, 14-Apr-2009

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Indian Culture and Business Management (IJICBM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com