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The role of cultural values in evaluating brand extensions : individualism versus collectivism
Dissertation (MBA)--University of Pretoria, 2012.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613528644386816 |
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| access_status_str | Open Access |
| author2 | Kleyn, Nicola |
| author_browse | Kleyn, Nicola |
| author_facet | Kleyn, Nicola |
| collection | Thesis |
| dc_rights_str_mv | © 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. |
| description | Dissertation (MBA)--University of Pretoria, 2012. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/29484 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:37:35.225Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/29484 The role of cultural values in evaluating brand extensions : individualism versus collectivism Kleyn, Nicola ichelp@gibs.co.za Chun, Ken UCTD Cultural value Brand extension Individualism Product category Collectivism Dissertation (MBA)--University of Pretoria, 2012. When 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. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-07T15:45:32Z 2013-04-25 2013-09-07T15:45:32Z 2013-04-25 2012 2013-02-16 Dissertation Chun, 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 > F13/4/141/zw http://hdl.handle.net/2263/29484 http://upetd.up.ac.za/thesis/available/etd-02162013-134516/ © 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. application/pdf University of Pretoria |
| spellingShingle | UCTD Cultural value Brand extension Individualism Product category Collectivism The role of cultural values in evaluating brand extensions : individualism versus collectivism |
| title | The role of cultural values in evaluating brand extensions : individualism versus collectivism |
| title_full | The role of cultural values in evaluating brand extensions : individualism versus collectivism |
| title_fullStr | The role of cultural values in evaluating brand extensions : individualism versus collectivism |
| title_full_unstemmed | The role of cultural values in evaluating brand extensions : individualism versus collectivism |
| title_short | The role of cultural values in evaluating brand extensions : individualism versus collectivism |
| title_sort | role of cultural values in evaluating brand extensions individualism versus collectivism |
| topic | UCTD Cultural value Brand extension Individualism Product category Collectivism |
| url | http://hdl.handle.net/2263/29484 http://upetd.up.ac.za/thesis/available/etd-02162013-134516/ |