Exploring ethnic consumer response to crossover brand extensions

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

Journal of Business Research, 2014, vol. 67, issue 4, 457-463

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.

Keywords: Brand extensions; Ethnic crossovers; Cultural identity; Ethnic consumers; Hispanic consumers (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:4:p:457-463

DOI: 10.1016/j.jbusres.2013.03.032

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