Can Referring to Exemplars Trigger Support for Smaller Brands’ Evaluation? The Effects of Category Inference on Brand Evaluation and Brand Choice for Brands from Emerging Economies

  • 胡 氏芳草

Student thesis: Master's Thesis


The last decade witnessed an obvious shift of research from high income industrialized countries to emerging markets Nevertheless this study focuses on the needs of famous brands from emerging or developing countries that wish to expand to more developed markets By conducting three experiment studies this research examines the impacts of category inference and the moderating effects of PODs communication on subcategory positioning and consumer evaluation of brands from emerging markets The results of the first study suggest that in the existing brands’ context inference from category benefits increases the number of minor subcategory retrieval which in turn activates more minor brand choices The analyses of the next two studies reveal that in newly launched brand situation POPs inferred from category exemplar combined with cultural values communicated as PODs can help generate more positive evaluation for brands positioned in minor subcategories The managerial implications of these findings for brands from emerging markets are also discussed
Date of Award2015 Aug 10
Original languageEnglish
SupervisorJu-Faye Kao (Supervisor)

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