self-construal; Ahluwalia 2008), have been known to impact extension evaluation through their influence on perceptions of fit.As such, our knowledge of other drivers of brand extension evaluations, such as a brand’s cultural symbolism, is relatively limited.
In contrast to the deliberate reasoning involved in the perceived fit or country-of-origin (COO) assessments that might be relevant for cu
culture do not has only negative influence
but when distorted action come to reality it could be problem
The characteristic of ghost community
‘Occult culture’
is the main theme of the community
Unsociable(closed) community
Independence Self-construal
Identity : Want express and argue self-opinion in group,
don’t give up self-opinion in opinion crash
Uniq