The Impact of Consumer Extroversion on Brand Extension Evaluation
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This study investigates the impact of consumer extroversion on brand extension evaluations. While extensive research has been conducted on brand extension, studies examining the influence of consumer extroversion on these evaluations are lacking. This research hypothesized that consumer extroversion would positively affect evaluations of brand extensions and that holistic thinking would mediate this effect. Experimental results confirmed that higher levels of consumer extroversion lead to more positive evaluations of brand extensions. Additionally, it was statistically significant that extroverted consumers tend to engage in more holistic thinking, which in turn mediates the positive influence of consumer extroversion on brand extension evaluations. The findings of this study suggest consumer extroversion as a new factor to consider in successful brand extension strategies.
Abstract
This study investigates the impact of consumer extroversion on brand extension evaluations. While extensive research has been conducted on brand extension, studies examining the influence of consumer extroversion on these evaluations are lacking. This research hypothesized that consumer extroversion would positively affect evaluations of brand extensions and that holistic thinking would mediate this effect. Experimental results confirmed that higher levels of consumer extroversion lead to more positive evaluations of brand extensions. Additionally, it was statistically significant that extroverted consumers tend to engage in more holistic thinking, which in turn mediates the positive influence of consumer extroversion on brand extension evaluations. The findings of this study suggest consumer extroversion as a new factor to consider in successful brand extension strategies.
참고문헌 (32)
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