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2019
- ISIDORE Id: 10670/1.c4deff...
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Jouba Hmaida et al., « How do consumers from different cultures categorize brands? The impact of self-construal », Décisions Marketing, ID : 10670/1.c4deff...
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The way consumers categorize products and brands has many strategic implications for marketers (e.g., positioning, merchandising, brand extensions). The present study examines brand categorization differences between individualistic and collectivist consumers through the construct of self-construal. The results of a quantitative study conducted amongst 500 consumers from a collectivist culture and 507 consumers from an individualistic culture showed that people with an independent self-construal group together brands that share the same attributes, whereas people with an interdependent self-construal group together brands that are used in the same type of situation.
